Residents of the Huachipa populous district, east of Lima, are helped on March 17, 2017, by police and firemen rescue teams to cross over flash floods hitting their neighbourhood and isolating its residents. The climatic phenomenon El Niño is causing muddy rivers overflows on the entire Peruvian coast, isolating hundreds of people, mostly residents of Lima's industrial belt neighbourhoods. (Photo by Cris Bouroncle/AFP Photo)

Beryl Lipton, left, douses Matt Lee during the ice bucket challenge at Boston's Copley Square, Thursday, August 7, 2014 to raise funds and awareness for ALS. The idea is: pay up for charity or get doused. The fund-raising phenomenon is catching on fast, propelled by popular videos of the dunkers and the dunked – including famous athletes and entertainers – posted on social media sites. And the challenges are raising tens of thousands of dollars and immeasurable awareness for causes from ALS to breast cancer to a camp for kids who've lost a father to war. (Photo by Elise Amendola/AP Photo)

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.

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)

“A snow roller is a rare meteorological phenomenon in which large snowballs are formed naturally as chunks of snow are blown along the ground by wind, picking up material along the way, in much the same way that the large snowballs used in snowmen are made”. – Wikipedia. Photo: Snow Roller. (Photo by The Daily Omnivore)

Located at the foot of the Rocky Mountains on the North Saskatchewan River, the rare phenomenon occurs each winter in the man-made lake. Photo: Ice bubbles in Abraham Lake. (Photo by Chip Phillips/Rex Features)

“Sleeveface is an internet phenomenon wherein one or more persons obscure or augment body parts with record sleeve(s), causing an illusion. Sleeveface has become popular on social networking sites”. – Wikipedia

Photo: “Doggy Style” (Photo by Samuel and Marco van Bergen via SleeveFace.com)

A sheep and a gentleman farmer take to the streets of London today to mark the launch the new English Countryside chapter of Farmville, Zynga's global social gaming phenomenon on March 29, 2011 in London, England. Farmville English Countryside gives players all-new crops, buildings and decorations located in the beautiful English Countryside. (Photo by Gareth Cattermole/Getty Images for Farmville)