Louisville attorney spends $500,000 on 60 billboards

More than half a million dollars has been spent by Sam Aguiar on a campaign of motivational billboards in Louisville, Kentucky. Aguiar, a personal injury attorney since 2008, began the project in December 2024. He stated that the legal profession is difficult but rewarding. He decided to expand his presence beyond the courtroom by placing signs with positive messages around the city. Aguiar designed the signs himself and instructed his billboard representative to install them quickly before he changed his mind. He acknowledged that the plan sounded a little crazy. The signs feature short phrases such as “Believe in yourself,” “Good vibes only today,” and “Stay strong.” Aguiar aimed to speak to people facing various challenges. Since the launch, he has placed approximately 60 billboards in high-traffic areas. Over 2,000 people have contacted him via phone, email, text, and social media. Trauma nurses reported that the signs near hospitals helped them prepare for tough shifts. A cancer patient from eastern Kentucky, who drives to Louisville for chemotherapy, said the messages provided a boost. EMTs, teachers, and single mothers also reached out to express their appreciation. Aguiar incorporated local culture into the campaign. One billboard near the fairgrounds references a social media trend known to his 13-year-old. He noted that parents might appreciate being reminded that they are a “10,” while children in the back might recognize the trend. He said, “I figured if you can’t beat them, join them.” The campaign was not designed to generate new business, though some clients have found him through the signs. Aguiar said it is not hard to remind people that they are important and loved. He believes the signs help people remember that they are making a difference. He plans to continue the campaign.

Aguiar has spent more than $500,000 on the billboards. He wants to keep the campaign running. The signs continue to appear in high-traffic locations around Louisville. Residents continue to respond to the messages. The attorney continues to monitor the feedback from the public.

The billboards are located in areas with heavy traffic. The messages are designed to be simple. Aguiar believes simplicity helps the signs resonate with a wide audience. The campaign has reached thousands of people. The feedback has been positive. The attorney will continue to place new signs. The cost of the campaign is covered by Aguiar. He views the project as a way to support the community. The signs remain visible throughout Louisville.

The project began in December 2024. Aguiar has been practicing law for 18 years. He chose billboards as a medium for his messages. He sent the designs to his representative. The representative installed the signs. The signs have been up for several months. The number of responses has grown. The messages have touched many people. The campaign is ongoing. Aguiar will continue to spend money on new billboards. The signs will remain in high-traffic areas.