Sometimes a catchy slogan is the way to spread the word about a contagious disease.

"Are You Positive You're Negative?" practically leaps off of billboards and bus shelters across Cobb and Douglas counties.

Karen Rosen/AJC (ENLARGE)

Cobb and Douglas counties' campaign to raise awareness of STDs is one of four in the state.

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"I wanted a simple concept," said the slogan's creator, Julie Burns, communicable disease supervisor for Cobb & Douglas Public Health. "It doesn't point fingers, but it kind of makes you think about it."

She said that with syphilis, as well as other sexually transmitted diseases, there's no guarantee someone will have symptoms.

"Unless you get tested," Burns said, "you won't know if you've had any type of potential exposure."

In 2005, Georgia ranked No. 1 in the country in primary and secondary syphilis rates and had 645 cases. The state dropped to No. 3 in 2006 with 581 cases as Louisiana took over the top spot. The 2007 numbers are still being compiled.

When Georgia held the No. 1 ranking, the Centers for Disease Control and Prevention sponsored a media campaign for STD awareness. Four of the metro Atlanta public health districts still rank in the top 55 in rates of syphilis cases per 100,000. They received $370,054 in funding and came up with their own strategy and catchphrases.

Cobb-Douglas decided to zero in on syphilis in its $60,000 campaign.

Joy Wells, the district's director of health assessment, said many people think syphilis has been eradicated.

"The other day, even my hairdresser said to me, 'Joy, I saw the billboard, and I didn't even realize that was a problem,' " Wells said. "STDs are out there, and they've never gone away."

Burns wanted an effective way to track reaction: the telephone number on the signs is her direct line.

Since the first billboard went up Dec. 24, she has spoken to more than 75 people about syphilis and other STDs. "We've definitely connected with the community," Burns said. "I even get calls from people out of the district who have been passing through the county and feel more comfortable coming here."

Burns scheduled 23 appointments for STD screenings and said two people tested positive for sexually transmitted infections. She said syphilis, gonorrhea and chlamydia are all easily treated.

"But you've got to know you need the treatment," she said.

The diseases still carry such a stigma, however, that some people wouldn't discuss the sign on a bus shelter.

Stine Atuokwu, 45, of Vinings said he's glad his children are too young to read so they don't ask questions about the slogan.

"It's kind of weird to see something like that," he said of the signs.

Ted Schlitz, 55, a customer at a nearby strip mall, wasn't shy. "Some people might be offended," he said, "but it doesn't bother me a bit. It's a fact of life."

In Cobb and Douglas counties, there are 30 billboards. All 14 bus shelter signs are in Cobb.

Burns said she worked with the company acquiring the media space to have signs in ZIP codes with a higher rate of STDs.

"Even though we think we're making a lot of progress," Wells said, "people are still practicing many risky behaviors."

Burns said more clients tell her they meet potential partners through Internet chat rooms and dating sites.

"It's a whole new attitude of socialization," she said. "They're not getting to know people, and these are hard questions to ask of a potential partner."

She hopes the signs have opened up dialogue between people.

2006 numbers for primary and secondary syphilis by state

2006 U.S. counties/cities ranked by number of reported cases

— Source: CDC