Louisville lawyer spends half million on billboards

Louisville attorney Sam Aguiar has spent more than $500,000 installing 60 billboards around the city. The signs feature short, motivational messages rather than legal advertisements. Aguiar, a personal injury lawyer since 2008, began the campaign in December 2024.

He designed the billboards himself and instructed his representative to place them quickly before he reconsidered. The messages are intentionally brief. Examples include “Believe in yourself,” “Good vibes only today,” and “Stay strong.” Aguiar said he hoped the simple words would resonate with people facing different struggles.

The signs are located in high-traffic areas throughout Louisville. Since the campaign launched, more than 2,000 people have contacted Aguiar via phone, email, text, or social media. He has received feedback from a variety of professions and personal situations.

Aguiar cited specific examples of the response. Trauma nurses reported that signs near hospitals helped them prepare for difficult shifts. A cancer patient from Evansville, who commutes for chemotherapy, said the messages provided a boost. EMTs, teachers, and single mothers also reached out to share their experiences.

One billboard near the fairgrounds references a social media trend. Aguiar noted his 13-year-old son would recognize the reference. He intended to engage both parents and children. He joked that adults might appreciate the reminder while their children mimic the associated dance move.

Aguiar stated the goal was not primarily to generate new business. However, some new clients have contacted his office since the signs went up. He described the effort as a way to remind people they are important and making a difference.

The lawyer plans to continue the campaign. He has already committed the funds and intends to keep the billboards up. The project remains a personal initiative for Aguiar, who finds the field rewarding despite its challenges.