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While it is said that "all is fair in love and war," when it comes to life and death situations, MedicAlert wants to make sure that you are improving your chances of winning no matter what.

In this series of ad campaigns by the Bester Burke advertising agency in Cape Town, South Africa, a doctor is depicted as literally cheating in various sporting activities such as tennis, jousting and hurdles as he plays against the one and only grim reaper. Using friendly cartoon characters and a literal approach infuses an approachable sense of humor into the otherwise serious message, encouraging everyone to pay attention and take part in ensuring their own safety measures.

At the bottom of each poster is the iconic MedicAlert bracelet logo.