Sam Aguiar's $500,000 Motivational Billboards Spark 2,000 Responses in Louisville

Sam Aguiar, a personal injury attorney who has practiced in Louisville, Kentucky, since 2008, is spending more than $500,000 on a billboard campaign that features short, encouraging messages rather than legal services.

The initiative began in December 2024 when Aguiar decided to design the signs himself. He sent the files to a billboard representative and instructed them to install the ads before he could reconsider the decision. Since then, he has placed approximately 60 billboards in high-traffic areas across the city.

The signs display brief phrases such as 'Believe in yourself,' 'Good vibes only today,' and 'Stay strong.' Aguiar stated he kept the text minimal to speak to different people going through various life events.

The campaign has generated more than 2,000 responses via phone, email, text, and social media. Aguiar said he has received messages from trauma nurses at nearby hospitals who said the signs helped them prepare for difficult shifts. A cancer patient who drives to Louisville for chemotherapy told Aguiar the messages provided a boost during her treatment. Other respondents included EMTs, teachers, and single mothers.

One billboard near the fairgrounds references a social media trend. Aguiar noted that while parents in the front seats might appreciate the reminder, their children in the back seats might recognize the reference and perform a specific motion associated with the trend. He described the approach as a way to join a cultural moment rather than fight it.

Although the campaign has brought some new clients to his practice, Aguiar said generating business was not the primary goal. He said he wanted to remind people that they are important, loved, and making a difference in the world. He intends to continue the campaign.