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Personal Injury Billboards Hit Spotlight as Uber’s $77 Million California Battle Builds

LOUISVILLE, May 7, 2026, 1:08 PM EDT Louisville attorney Sam Aguiar has poured upwards of $500,000 into roughly 60 motivational billboards—aiming to soften the image of a personal-injury ad space now mired in expensive legal battles over auto-injury claims. Aguiar, who’s been practicing law since 2008, told WAVE he launched the campaign in December 2024, opting for messages like “Believe in yourself” and “Stay strong.” The effort has drawn more than 2,000 inquiries so far. (https://www.wave3.com) The timing is significant: “billboard lawyers” have moved beyond just being a local advertising presence. There’s a constitutional amendment in play—Initiative 25-0022A1—currently on California’s

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