Louisville lawyer spends $500,000 on 60 billboards to comfort drivers

Louisville personal injury attorney Sam Aguiar has spent more than half a million dollars on a billboard campaign that has received more than 2,000 direct responses from the public. Since December 2024, Aguiar has installed approximately 60 signs in high-traffic areas around the city. Each sign features a short, motivational phrase designed to resonate with drivers during their daily commutes.

Aguiar, who has practiced law since 2008, stated that he designed the messages himself to keep them simple. He told his billboard representative to get the signs up immediately to prevent himself from changing his mind. The signs display phrases such as “Believe in yourself,” “Good vibes only today,” and “Stay strong.”

The campaign has reached various segments of the community. Aguiar reported receiving messages from trauma nurses who said the signs helped them prepare for demanding hospital shifts. A cancer patient traveling from Evansville for chemotherapy told Aguiar the messages provided a boost. EMTs, teachers, and single mothers also reached out to share their experiences.

One sign located near the fairgrounds references a social media trend. Aguiar noted that his 13-year-old son would recognize the reference. He aimed to engage families by having parents see a reminder of their worth while children in the back seat participate in a specific motion associated with the trend.

Although the campaign is not intended to generate business, Aguiar acknowledged that some new clients have come to his office as a result. He said the primary goal is to remind people that they are important, loved, and making a difference in the world. Aguiar plans to continue the campaign and has already invested more than $500,000 in the project.