A Shi'ite worshiper bleeds after cutting his scalp in a ritual display of mourning during an Ashura commemoration ceremony outside Kadhimiya shrine on December 6, 2011 in Baghdad, Iraq. Ashura marks the death of Prophet Muhammad's grandson the revered Imam Hussein in Karbala, Iraq in 680 AD. Shi'ite festivals were prohibited during the time of Sunni dictator Saddam Hussein's rule. (Photo by Mario Tama/Getty Images)

A panel of 10 high-profile judges from within the surfing industry including seven-time world surfing champion Stephanie Gilmore were tasked with selecting the best of the best surfing photos for the 2020 Nikon surf photography awards. The judges were looking for innovation and creativity, uniqueness, dramatic affect and sensory impact. Here: “Free Fall”. (Photo by Ren Mcgann/2020 Nikon Surf Photography Awards)

Julia Wheeler, 31, from Perth, Western Australia, has been a hands reach away from pilot whales, Bull sharks, manta rays and more during her time diving without any breathing equipment. Here real life mermaid Julia is diving with manta rays in Bali and looks incredible swimming among them while holding her breath for four and a half minute. (Photo by Julia Wheeler/Caters News Agency)

While vacationing on the Maldives Islands, Taiwanese amateur photographer Will Ho stumbled onto an incredible stretch of beach covered in millions of bioluminescent phytoplankton. These tiny organisms glow similarly to fireflies and tend to emit light when stressed, such as when waves crash or when they are otherwise agitated. While the phenomenon and its chemical mechanisms have been known for some time, biologists have only recently began to understand the reasons behind it. Photo: Bioluminescent phytoplankton washes up on Maldives beach. (Photo by Will Ho)

“Happy Feet” the emperor penguin that washed up on the Kapiti Coast last week, undergoes a medical examination at Wellington Zoo on June 29, 2011 in Wellington, New Zealand. The young penguin landed on NZ shores last week, after traveling over 3,000 kilometres from the antarctic. The ill penguin was operated on at Wellington Zoo several times this week to remove sand and sticks from it's stomach with hopes it will recover fully. A team of experts is likely to decide today, whether the bird will remain in captivity in New Zealand, or be transported back the the antarctic. (Photo by Hagen Hopkins/Getty Images)

NASA space shuttle Atlantis in Earth orbit is seen during a Rendezvous Pitch Maneuver, or back flip to enable space station crew members to take high resolution digital pictures of the shuttle's heat shield before docking for the last time with the International Space Station July 10, 2011 in space. Atlantis has embarked on a 12-day mission to the International Space Station where it will deliver the Raffaello multi-purpose logistics module packed with supplies and spare parts. This will be the final launch of the space shuttle program, which began on April 12, 1981 with the launch of Colombia. (Photo by NASA via Getty Images)

“Bombay’s once ubiquitous Premier Padmini taxis were introduced in the 60s and are dwindling at an alarming rate. This follows a decree banning vehicles over 25 years old from the streets to be replaced with “modern alternatives”. In a few years these iconic workhorses will be gone from Bombay’s streets altogether. It is important to capture this before it disappears and I see the road wallah's cabs as the time capsules that allow me to do this”. – Dougie Wallace, Bombay India, March, 2013. (Photo by Dougie Wallace)

As these Cafe Taina Coffee ads explicitly assert, there are "times when sleeping is not an option."
Executed by Giovanni + Draft FCB, this animated advertising campaign captures two situations in which awareness is of necessity: when you're trapped in a jail cell with a large creepy inmate, and when a fellow castaway is equally prepared to resort to cannibalism as you are. It's very lucky that the cartoon characters in the Cafe Taina Coffee ads had a bag of the grind handy, or one tired blink may have been their last.