Louisville lawyer spends $500,000 on billboards with simple messages of hope
Sam Aguiar has installed 60 signs across the city since December 2024, drawing thousands of responses from workers and residents.
By Anthony Foster ·
Louisville personal injury attorney Sam Aguiar has invested more than $500,000 in a public messaging campaign that has reached thousands of residents since its launch in December 2024. The project involves installing approximately 60 billboards in high-traffic areas across the city, each displaying brief, motivational phrases rather than traditional legal advertising.
Aguiar, who has practiced law since 2008, designed the signs himself. He sent the designs to his billboard representative with instructions to place them quickly before he reconsidered the idea. The messages are intentionally short, including phrases like "Believe in yourself," "Good vibes only today," and "Stay strong." Aguiar stated he wanted the wording to be simple enough to resonate with people facing various challenges.
The reaction to the campaign has been substantial. More than 2,000 individuals have contacted Aguiar via phone, email, text message, and social media. He cited specific examples of people finding the signs helpful. Trauma nurses told him the billboards near hospitals helped them prepare for difficult shifts. A cancer patient driving from Evansville for chemotherapy said the messages provided a boost during her treatment. EMTs, teachers, and single mothers also reached out to share their experiences.
One billboard near the Louisville fairgrounds references a specific social media trend. Aguiar noted that his 13-year-old son would recognize the reference. He explained that adults in the front seat might appreciate the reminder that they are a "10" on a scale, while their children in the back might see lower numbers and perform a specific hand motion associated with those counts.
Aguiar said the primary goal of the campaign was not to generate new clients for his law firm, although some have contacted him. He described the effort as a way to remind people that they are important, loved, and making a difference in the world. He plans to continue the campaign.
The signs are currently visible throughout Louisville. Aguiar said the field of personal injury law is tough but rewarding. He added that the billboard project allows him to extend his work beyond the courtroom.
