An open-water rowing event spanning 200 miles across the Mediterranean is drawing attention, not only for its physical demands but also for its message on cancer prevention, an issue that continues to resonate across the insurance sector.
Now in its 11th year, the NOMAN Is an Island race is part of a campaign led by the HPV and Anal Cancer Foundation to raise awareness and funds for gender-neutral HPV vaccination. Among those rowing this year is Lancashire Insurance Group, composed of James Cook, Nick Thompson, Ronnie Rouse, Charlie Nowlan and Sam Vrhovec. The Lancashire Foundation has supported the team by donating £30,000 to NOMAN through its Just Giving page and the team has already raised over £120,000.
Human Papillomavirus (HPV) is estimated to be responsible for 5% of all cancers globally, including cervical, anal, oropharyngeal and other forms. The foundation is calling for wider uptake of the HPV vaccine, which is already available in 140 countries, though only just over 80 have fully gender-neutral programmes in place.
This year’s edition of the race will see participants take on one of two routes between Barcelona and Ibiza. Crews include mountaineer Rebecca Ferry, former Exeter Chiefs rugby forward Chris Bentley, Olympic rower Sara Parfett, and cancer survivor Brooke King. Teaming up in groups of up to five, they will row in shifts, day and night, over the three-day journey.
For insurers, the event’s core message aligns with a broader industry shift towards prevention and early intervention.
As life and health insurers continue to manage rising claims linked to cancer and chronic disease, the case for prevention, especially through vaccination, is gaining ground. Gender-neutral HPV vaccination is viewed by many in the sector as a practical step in reducing future claims incidence and supporting more sustainable product design.
With a growing focus on public health engagement, insurers have increasingly backed initiatives that promote preventive care. Some are incorporating wellness programmes, screening incentives, and behavioural underwriting into policies as part of long-term risk management strategies.
The NOMAN campaign has set a target of 90% global uptake of gender-neutral HPV vaccination by 2030.
As the rowers push through physical extremes to spotlight a preventable cause of cancer, the campaign also underscores how shifting health behaviours and wider access to care can influence the broader insurance risk landscape.
