The Florida Prevention Research Center (FPRC) at the University of South Florida (Tampa, Florida, USA) is partnering with a community coalition 1 known as the CCC, which stands for Colorectal Cancer Prevention Community Committee. The CCC initiative involves developing, implementing, and evaluating a community-centred social marketing strategy designed to address colorectal cancer (CRC) screening disparities in the Tampa Bay region. Our case study demonstrates how, through the co-creation of social marketing activities in conjunction with an academic-community partnership, innovative solutions may be generated for eliminating health disparities.