Louisville attorney installs 60 motivational billboards across town

Louisville personal injury attorney Sam Aguiar has installed approximately 60 billboards featuring short, motivational phrases in high-traffic locations around the city since December 2024. Aguiar, who has practiced law since 2008, designed the messages himself and instructed his billboard representative to place them immediately.

The campaign features brief phrases intended to resonate with residents during difficult periods. Messages include "Believe in yourself," "Good vibes only today," and "Stay strong." Aguiar stated he chose simple wording to speak to different people facing various challenges.

The project has generated immediate public response, with more than 2,000 people contacting Aguiar via phone, email, text, and social media. He cited specific feedback from trauma nurses who found the signs helpful before long shifts, a cancer patient commuting from Elizabethtown for chemotherapy, and various EMTs, teachers, and single mothers.

Aguiar noted that one billboard near the fairgrounds references a social media trend recognizable to his 13-year-old child. He explained that parents in the front seats might appreciate the reminder of their own worth, while children in the back would recognize the reference.

Although some new clients have reached out as a result of the visibility, Aguiar said the primary goal was not to generate business. He described the effort as a way to remind people they are important, loved, and making a difference.

The attorney has spent more than $500,000 on the campaign so far and intends to continue the initiative. He characterized the legal field as tough but rewarding, and the billboard project as a way to connect with the community beyond the courtroom.

Aguiar said he knew the idea might sound unusual but proceeded with the plan to get the billboards up before changing his mind. The signs remain visible in key areas around Louisville.