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The Roche Contemporary Art Prize was launched in conjunction with arrival of the Tamiflu brand. Over 1200 entries were submitted each offering an interpretation of the brand line and theme 'sometimes bed is not an option'. The field of artists from overseas and Australia featured well-known and established artists alongside those in mid career and emerging.

Judges selected 28 pieces that formed the basis of the launch and road show that raised awareness of this health and social issue.