Louisville Attorney Spends 500,000 Dollars on Good Vibes Billboard Campaign

LOUISVILLE, KY — In a city where billboards are typically dominated by product ads or legal services, a local attorney is using the massive canvases for a different kind of "closing." Sam Aguiar, a personal injury lawyer in Louisville since 2008, has launched a city-wide campaign designed to provide a "drive-by pep talk" to thousands of commuters.

The campaign, which began in late 2024 and has expanded through May 2026, features approximately 60 billboards strategically placed in high-traffic areas, including I-65 near the fairgrounds and major hospital routes.

Messages of Hope in High-Traffic Areas

The billboards move away from traditional firm branding, instead displaying simple, bold, and uplifting phrases such as:

• "Happy is the new rich"

• "Stop underestimating yourself"

• "More self love"

• "One day... or day one. You decide."

"What the plan was, was just to make it very simple," Aguiar said. "Have a message that hopefully would resonate with somebody and make them think, 'Okay, they're talking to me up there.'"

The Half-Million Dollar Investment

To date, Aguiar has spent more than 500,000 dollars on the "Good Vibe" signs. While he admits the idea sounded a little "crazy" initially, he instructed his billboard representatives to get them up before he could change his mind.

While the initiative has brought some new clients to his firm, Aguiar insists that generating business was never the goal. Instead, he wanted to address a perceived need for positivity in a world that can often feel overwhelming.

An Immediate and Unexpected Response

Since the campaign launched, more than 2,000 people have reached out to Aguiar through phone calls, texts, and social media to share how the signs impacted their day.

"I was getting messages from trauma nurses who said those signs braced them for another tough shift," Aguiar recalled. "We got a message from a cancer patient driving up for chemo who said those messages gave her a boost. EMTs, teachers, single moms—it’s been awesome."

Aguiar has even found ways to involve his family in the campaign. One billboard on I-65, labeled "6-7," was a nod to a trend popular with his 13-year-old son, designed to engage younger residents while their parents read the more traditional inspirational messages.

As the campaign continues through the spring of 2026, Aguiar says he hopes the idea will catch on in other cities. For him, the investment is worth the reward of knowing he made someone's commute—and perhaps their day—a little bit brighter.

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