CAMPAIGN TOOLKIT JOIN US IN 2018 WWW.NATIONALFISHANDCHIPDAY.ORG.UK - #NATIONALFISHANDCHIPDAY - NEODA
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#NationalFishandChipDay
CAMPAIGN
TOOLKIT
JOIN US IN 2018
www.nationalfishandchipday.org.uk
Brought to you by
2018 CAMPAIGN
National Fish and Chip Day (NF&CD) who provide the sustainable and
was launched in 2015 to celebrate natural ingredients needed to create
the nation’s favourite dish. this nutritionally-balanced family
National Fish & Chip Day is about favourite.
giving fish and chips the recognition The popularity of this awareness
it deserves and helping to secure day has grown considerably since
its position as the nation’s favourite its conception and in 2017 the
dish. The event takes place on the campaign reached over two thirds of
first Friday in June every year and the UK’s population.
has the backing of key players in the We hope you enjoy this easy to use
industry. and fun toolkit that will give you all
It brings together everyone involved the information you need to help
in creating this iconic British dish; celebrate the nations number one
from fish and chip shops, pub chains, dish on Friday 1 June 2018.
restaurants, retailers, celebrity
chefs, to the fishermen and farmers
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WHY NOT GET YOUR heart and sole
BEHIND NATIONAL FISH AND CHIP DAY
AND MAKE IT THE BEST EVER!
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NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 2
INSIDE THIS PACK...
THE 2018 CAMPAIGN 02
CONTENTS 03
WHO WE ARE 04
HOW TO GET INVOLVED 04
CAMPAIGN MATERIAL 04
- Posters
- Social media graphics
- Press release template
STOP THE PRESS! 05
FEEDBACK YOUR SUCCESSES 05
SOCIAL MEDIA GUIDE 06
- Twitter 07
- Facebook 08
- Instagram & Snapchat 09
FACTOIDS 10
HOW TO PROMOTE GOOD FISH & CHIPS 11
FISH & CHIPS PUNS 12
2017 CAMPAIGN HIGHLIGHTS 13 - 15
TESTIMONIALS 16
ABOUT NEODA 17
CONTACT DETAILS 17
#NationalFishandChipDay CeElNeAbTIOraNt’Se
TH
nationalfishandchipday
neoda_oils
favoDISuHr! ite
nationalfishandchipday
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 3
WHO WE ARE HOW YOU CAN GET
This event is championed by trade organisation, The
INVOLVED
National Edible Oil Distributors Association (NEODA).
Supporting National Fish and Chip Day
NEODA represents all the major refiners, key packers
and distributors of edible oils as well as suppliers of non- doesn’t have to be time consuming or
oil products (such as batter mix, sausages, packaging, expensive. We want to help you as much as
range manufacturers and potato preservatives) in the we can to celebrate this awareness day and
UK. Incoming NEODA President, Ryan Baker, comments, have created a core set of materials that
“National Fish and Chip Day has become more successful you can use to develop your own National
each year and in 2018 we want it to be even bigger! It’s a Fish and Chip Day campaign. You can also
celebration of the stars who work hard to bring Brits their download information from the website:-
favourite traditional takeaway. We want to bring the whole
www.nationalfishandchipday.org.uk
industry together to celebrate and showcase the great
British institution that is Fish and Chips.”
CAMPAIGN MATERIALS
All the campaign materials are available to download at www.nationalfishandchipday.org.uk
CAMPAIGN POSTERS SOCIAL MEDIA
GRAPHICS
TEMPLATE PRESS
RELEASE
A template press release designed for local
adaptation and use on and around National
Fish & Chip Day 2018.
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 4
STOP THE PRESS!
We’re here to help you
Journalists love fun stories and we know they If you want to write your own press release then
are also excited about National Fish and make sure you follow the 5 W’s rule - who, what,
Chip Day. If you have a story that you think where, when and why so journalists know exactly
your local paper or radio station might be what is going on and what the story is..
interested in then give us a ring and we will • WHO is central to the story?
help you prepare a press release to send them. • WHAT is the news you want to report?
However, we do have a prepared press release
• WHY has it happened?
you might like to use.
• WHEN did it happen?
• WHAT will the consequences be?
TOP TIPS
Don’t forget to deliver fish and Contact the National Fish and Chip Day press
chips to your local radio station and team if you need any help coming up with a story
newspaper offices! We do and the or help writing the press release.
coverage is awesome! PRESS OFFICE
Phone in to your local radio stations 01622 239 303 or fishandchipday@neoda.org.uk
to tell them what you’re doing for General enquires : 0208 464 3954
National Fish & Chip Day.
FEEDBACK YOUR
SUCCESS
We hope that both the guidance and the template
materials contained and referenced within this toolkit
are useful resources. THANK YOU IN
We look forward to working with you in the lead-
up to National Fish and Chip Day and then hearing
ADVANCE FOR
about all your successes, particularly any media YOUR SUPPORT OF
coverage of your activities. NATIONAL FISH
You can also share your stories with us at AND CHIP DAY!
fishandchipday@neoda.org.uk for them to be
featured on the website and in the toolkit next year.
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 5
SOCIAL MEDIA
GUIDE
Social Media is a fantastic way to promote your business to TOP TIP
both existing customers and also attract new customers to
Running out of space
your shop and restaurant. when tweeting?
We’ve compiled key information to help you get engaged with National Fish and Try using a free
Chip Day. There are a number of platforms you can use to get your message out to link-shortening
fish and chip lovers and the good news is that they are all free and easy to use. service such as
https://bitly.com/
Here’s our favourites; Twitter, Facebook, (@Kingfisher_Devon) are excellent media can be very positive for your
Instagram and Snapchat. If you are examples. business.
new to social media don’t worry, find To make your social media platforms a The process of building engagement
one you prefer and start with that. If success you do have to start engaging is the same across all social media
you are unsure how to go about it, ask with people. Once again this is an platforms. After setting up your
a young employee! Or look at what easy task, which can be done when you accounts start to jot down all the people
others are doing; Millers Fish and get a few spare minutes. We know you that buy fish and chips from your shop
Chips (@MillersHaxby), Burton Road are very busy people, but taking a few and those groups that you would like to
(@burtonrdchippy) and Kingfisher minutes engaging with people on social sell to.
If you are supporting National Fish and Chip Day, why not put a printed sign on your
counter giving your customers all the details they need to know about the day and how
you are going to celebrate it and also include #nationalfishandchipday
DON’T FORGET
to cross promote your
activities on Twitter, Facebook,
Instagram & Snapchat -
more coverage = more customers!
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 6
TWITTER
Use Twitter to be part of the conversation leading
up to and on National Fish and Chip Day.
OFFICIAL HASHTAG
#nationalfishandchipday @neoda_oils
TOPIC HASHTAGS
#fishandchips #fryday #frydays
We have lots of special
offers leading up to
Here’s a few genetic tweets to help you get going. All of the
#NationalFishandChipDay
information can be used to build up a buzz before the big day,
call now to find out how
during and afterwards. you can save on your next
#fishandchips meal!
We are excited to be part of
#NationalFishandChipDay make sure you
put 1 June in the diary & visit your local
#fishandchips #chippy #fryday
It’s #fryday & #NationalFishandChipDay Help us make this the best
- the perfect day to spoil yourself with #NationalFishandChipDay ever. Send us
#fishandchips - enjoy & don’t forget photographs of you eating #fishandchips
to tell your friends! at your favourite place #chippy
TOP TIPS FOR USING TWITTER
WANT TO KNOW WHO’S
Don’t forget to follow us on twitter @ National Fish and Chip Day so be TALKING ABOUT FISH & CHIPS?
neoda_oils sure to @ in your local radio station
Type #fishandchips into the Twitter
and also national radio such as @
A username is how you are identified bbcradio2 or @bbcr1 @absoluteradio search bar. You will then see everyone
on Twitter and is always preceded who’s talking about fish and chips.
immediately by the @ symbol ie; Hashtag – don’t forget to
@neoda_oils @MillersHaxby use hashtags # where you can
@burtonroadchippy ie; #nationalfishandchipday
#fishandchips in your local town and engage with your
Imagery - on National Fish and Chip local community
Day why not change your banner to Run competitions & giveways - post
a picture of the NF&CD poster with Like and retweet – when browsing
an official National Fish and Chip Day
“Share this pic today to go in a draw to through your newsfeed don’t forget to
banner which can be downloaded from
win a free portion of fish and chips on like posts and retweet the one’s you
our website.
#nationalfishandchipday” really like. This is a great way of building
Tweet a picture - a picture is worth a engagement with potential customers.
thousand words. Everyone loves seeing Follow and engage: Follow your
customers, follow people in your Have fun - share some fishy puns and
pictures, they are a great way of building
industry, follow your friends and follow interesting facts - being social doesn’t
a buzz and people love to share them.
influential people. See what’s happening have to be serious. You’ll find some on
Radio – Everyone will be talking about p.12 of this guide.
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 7
FACEBOOK
To receive the latest news, updates and to see competitions we are running, please ‘like’
the official National Fish and Chip Day Facebook page.
FACEBOOK COVER BANNER
Alternatively or in addition to the National Fish and Chip Day posts and profile picture, you may also want to use the branded
National Fish and Chip Day cover banner, which can be downloaded from the website.
TOP TIPS FOR USING FACEBOOK
Add pictures – as with Twitter you Website – if you have a website Competitions – another great way of
can engage with your audience by make sure you put a link to the getting new customers. If you have
using pictures. Post pictures of a website onto Facebook. some budget, you can pay to boost a
busy Friday night, customers eating competition post on Facebook so it
Be reactive – don’t forget to like
fish and chips or your latest fish reaches a wider audience.
and also comment on other people’s
delivery arriving.
posts We will be running competitions so
keep an eye on what we are doing!
EXAMPLE Help us make #NationalFishandChip Day the best ever and join in our competition.
FACEBOOK For the next week we want to know your best fish and chip joke/pun. The joke or
POST pun that makes us laugh loudest will win a £25 voucher to be spent in our fish and
chip shop. – Good luck folks and make sure you put your heart and sole into it!
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 8
INSTAGRAM & SNAPCHAT
Another way of getting attention is through Instagram - a
fun and fast growing mobile photo-sharing app. Once
again you can share great moments with your customers,
friends and future customers. It’s also a great app to
discover what’s happening elsewhere in the world.
DON’T FORGET TO HASHTAG!
#nationalfishandchipday #fishandchips #fryday
BE “HUMAN” Follow us at
Instagram is the perfect tool to show nationalfishandchipday
the human side and personality of your
organisation, engage your audience as well as #nationalfishandchipday
feature the individuals involved in your event.
TOP TIPS FOR USING INSTAGRAM
Picture of the day/videos Creating engagement
You can maybe share a picture of the day on Instagram. Very much similar to Twitter and Facebook. Use hashtags
Excited staff receiving the day’s delivery of fresh fish, # and maybe run a competition on the best fish and chip
preparing the batter or even a happy customer eating fish photo. Ask people to send in their best photo of them
and chips! This is a great way of sharing a bit of insight into eating fish and chips and then ask people to vote for their
what goes on behind-the-scenes of a fish and chip shop or favourite picture.
restaurant too. You could also put a video up on Instagram,
for instance show the best way to make batter, or fry a piece
of cod.
Why not set up a
#nationalfishandchipday
Snapchap Geofilter
around your shop
for the day?
www.snapchat.com/l/en-gb/create/
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 9
FACTOIDS
Looking for some interesting facts to use in your
promotions, look no further...
Fish and chips were first served together as The world’s largest portion of fish and chip’s was
a dish around 1860 - although their origin is made by Fish & Chips @ London Road in Enfield,
contested. In London, the Malin family claims to
London, on July 2012. The mammoth portion of
be first, as do the Lee family in Manchester.
Halibut and chips weighed in at 47kg.
British consumers eat some 382 million portions
of fish and chips every year. That’s six servings for There are currently approximately 10,500
every man, woman and child. specialist fish and chip shops in the UK. These
dramatically outnumber other fast food outlets.
Annual spend on fish and chips in the UK is in the
region of a staggering £1.2 billion! There is a long tradition of funny chip
Family run Papa’s Fish and Chips opened the shop names – our favourites are
UK’s largest fish and chip shop on Cleethorpes The Cod’s Scallops and mobile fish
Pier in May 2017; the restaurant and takeaway and chip shop Star Chip Enterprise.
has enough room for 500 customers.
Fish and chips were served in
During the Second World War Winston Churchill
recognised the crucial role of fish and chips, newspaper until the 1980s.
referring to them as “good companions”. Fish
The record number of fish and chip portions sold
and chips were two of the few foods not subject
to rationing because the government feared the in one day is 12,406 at Marini’s in Glasgow. The
dish was so embedded in the nation’s culture record was set in 1999.
that any limit would damage morale.
The World Record holders for the fastest portion
Fish and chips make a balanced, of chips served from scratch belongs to Henley’s
nutritious meal. They are a valuable source
Fish & Chip Shop in Wivenhoe, Colchester,
of protein, fibre, iron and vitamins.
Essex. They took a raw potato, peeled it, chipped
Fish and chips appear in Charles Dickens’ it, cooked to perfection and served up in an
“A Tale Of Two Cities”.
amazing 222 seconds!
Fish and chips played a part in the
The Guinness World Record for wrapping chips
D-Day Landings - British soldiers identified
each other by crying out ‘fish’ and waiting is held by Steph Celik of Blue Whale Fish &
for the response of ‘chips’. Chip Shop in Maltby, South Yorkshire. Beating a
previous record by two seconds in 2012, speedy
The word batter comes from the French word
battre, which means to beat - in reference to Steph wrapped up five 350g portions of chips,
whisking the flour and water together. with added salt and vinegar, in just 58 seconds.
For more facts visit: www.federationoffishfriers.co.uk
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 10HOW TO PROMOTE
GOOD FISH
& CHIPS
If you are asked what makes a good fish and chip shop, here are some answers we
would recommend – but why not invite the journalist to your shop to taste them first
hand and find out more about the ingredients you use and the way you prepare them.
WHAT MAKES A GOOD FISH AND CHIP SHOP?
• The highest quality raw ingredients.
• Sourced in a responsible manner from sustainable stocks/sources. Great shops
will have forged strong relationships with their various suppliers.
• Stored and prepared with attention to detail
• Cooked with care and expertise. The staff of great shops could often be said to
literally ‘live, breathe, eat fish and chips’ – it might seem a simple food but it takes
a lot of hard work and dedication to achieve fish and chips greatness!
• Served with passion and a smile. Great shops will invest time/resource in ensuring
staff are well trained.
• Great shops are good at telling customers a story as to where their food comes
from – what boat the fish was landed from, where the potatoes were sourced, etc.
Great shops are also often good at informing customers of the nutritional composition
of fish and chips.
Craig Maw and Nikki Mutton, are chips, homemade mushy peas and allergy. It is the same price as
the proud owners of Kingfisher Fish the tastiest tartare sauce!” their fried battered haddock and
and Chip Shop in Plymouth. They In recent years we have seen fish is prepared to order in just a few
were crowned Fish and Chip Shop and chip shops and restaurants minutes. All their meals in their
of the Year in 2017. They say offering a great deal more choice Lighter Options Menu have been
“We are passionate about trying to when it comes to serving fish and nutritionally tested and calorie
create the best fish and chips for chips. Many shops now offer a values are shown on the menu –
our customers. We work hard to weekly or monthly Gluten free they also contain as little as 7.4
achieve perfection and are always day so those who are following grams of fat per 100 grams.
looking to improve. From the very a gluten-free diet or suffer from
beginning we set out to only serve Coeliac Disease can still enjoy SUSTAINABILITY IS AT THE
the very best ingredients with no freshly cooked, golden fish and CORE OF ALL WE DO IN THE
corners cut. We cook our fish the chips. FISH AND CHIP INDUSTRY
way our customers want it – in our Shops are also offering lighter From the North Sea Cod that carries the
delicious batter, breadcrumbs, meals with pan-fried or poached Marine Stewardship Council’s (MSC’s)
grilled, poached or gluten free. fish and salad as alternatives to blue tick showing it is sustainable and
Traceability and transparency are traditional battered fish and chips. fully traceable, to the increasing use
vital because we believe food Former winners of the Healthy of bio boxes and compostable cutlery,
tastes better when you know it’s alongside reducing plastic bag use and
Eating Fish and Chip Shop of the
story and nothing tastes better moving waste operations as far up the
Year, Towngate Fisheries, offer
waste hierarchy and away from the use
than freshly cooked fish in a light poached fish; without any batter of landfill as possible.
crispy batter, with fresh cut, chunky it is ideal for anyone with a wheat
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 11FISH & CHIP PUNS
It’s National Fish and Chip Day and we’re going to be carping on about fish puns all day!
It’s National Fish and Chip Day, get your skates on and scallop down to your nearest fish and chip shop!
Cod I borrow you for five minutes?
Oh my cod!
You need to put your heart and sole into this business or you know where the door is
This isn’t rocket science. You don’t have to be a brain sturgeon to understand it
Pass the plaice mats
What did the fish say when he posted bail? “I’m off the hook!”
Have you got a fish pun? Or do you need more time to mullet over?
Don’t be shellfish
Good for the Sole
Yes I will dolphinitely have those reports with you by the end of the day
Whale, to be honest, there’s a decent chance I’m going to miss that meeting, can we reschedule?
We’ve a big opportunaty coming up to expand our output
I always feel really great all week, barramundi
I find coming up with fish puns is a right pain in the bass!
For gods hake don’t be so shellfish!
I’m herring a lot of problems here but not a lot of solutions
When we take this to court, he’s definitely going to be found gillty
I’m free any day barramundi
Come on, stop being so koi and explain how you made that big sale
Salmon else can answer that phone because I’m not
Have you met the new intern? His name’s Brine
You don’t have to be a brain sturgeon to come up with a fish pun
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 122017 CAMPAIGN
HIGHLIGHTS
SOCIAL MEDIA
#nationalfishandchipday began
trending on Twitter by 9.30am
and was #1 for most of the day
– this included knocking Donald
Trump from the top spot!
#fishshoptunes also trended
on the day alongside
#nationalfishandchipday
We also concentrated on our
Facebook presence and have seen
page likes increase from 465 to 760
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 132017 CAMPAIGN
HIGHLIGHTS
NATIONAL
MEDIA
ITV’s Lorraine show cooked
fish and chips on the show to
celebrate NF&CD
Talk Sport
Suzi Perry on BBC Radio 2 Drive
Time on 1st June with Nigel
Barden and on the day
Steve Wright in the afternoon on
BBC Radio 2 NATIONAL PRINT
BBC Five Live 11 articles and mentions in:
The Sun
Chris Moyles on Radio X Metro
Magic FM – Richard Allinson, Daily Star
Gary Vincent Daily Express
Heart across all regions – NATIONAL ONLINE
Annalise The Guardian
BBC 6 Music The Telegraph
Yahoo
Absolute BT.com
Classic Rock ITV
Metro
The Sun
Daily Express
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 142017 CAMPAIGN
HIGHLIGHTS
REGIONAL MEDIA
BBC Radio Bristol BBC Radio Jersey BBC Radio Sussex Metro Radio 2
BBC Radio BBC Radio Kent BBC Radio Tees Radio Aire
Cambridgeshire BBC Radio Leeds BBC Radio Wiltshire
Tay FM
BBC Radio Cornwall BBC Radio BBC Radio York
BBC Radio Cumbria Lincolnshire TFM
BBC Three Counties
BBC Radio Derby BBC Radio Norfolk Viking FM
Forth One
BBC Radio BBC Radio
Wave 102
Northampton Hallam FM
Gloucestershire
BBC Radio Solent LBC Wave 105
BBC Radio
Humberside BBC Radio Stoke Lincolnshire FM
CONSUMER MEDIA
Co-op Magazine
Take a Break
Saga - shared Rockfish Executive Chef’s
alternative fish and chip recipe COMPETITION
Win a family weekend in Brighton to
celebrate National Fish & Chip Day
TOTAL NEWS AND BROADCAST REACH
(excluding Twitter)
42,010,000
from 777 articles
REACH INCREASED BY 49%
(approx 65% of the current UK population)
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 15TESTIMONIALS
“We were delighted to get behind National Fish and
Chip Day last year, and the reception from our customers
was excellent! We used the materials provided, but also
took it one step further by running a bespoke Snapchat
filter on the day and engaging with our local and regional
media. It really is such an important day for our industry,
and certainly supports sales - never under estimate the
love for great British fish and chips!”
- MILLERS
“NF&CD has become an important part of our yearly
calendar and one we look forward to, it’s a great day to
have some fun, we run competitions, do giveaways or raise
money for charities and really get involved on social media.
It’s a fantastic way to really stir up the love of our national
dish and is one of our busiest days of the year.
NF&CD is the perfect way for the whole industry to come
together and really show what we can do.”
- LESLEY FROM BURTON ROAD
“What an amazing day NF&CD is, it is a fantastic opportunity for the
whole industry to pull together in unison, to champion the nation’s
favourite dish and truly showcase Fish & Chips.
We had an amazing time in London on #NationalFishandChipDay
with our mobile fish & chip van ‘Kingfisher on the Go…” We had
queues from 7:30 in the morning all day until mid-afternoon when
we stopped serving. It was a similar story in our shop too, where
bottles of fizz, lots of bunting and some fancy dress all helped our
customers and our team celebrate the special day. As we party and
celebrate NF&CD it is nice to know that other chippies around the UK
are doing exactly the same. I feel without doubt that this day will get
stronger and stronger as time goes on, displaying our strength and
unity to champion fish & chips to the world. We all know everyone
loves fish & chips let’s get more people eating and enjoying them
and remind people just how great Fish & chips really are.”
- KINGFISHERS
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 16ABOUT NEODA
NATIONAL FISH AND CHIP DAY IS CHAMPIONED BY
THE NATIONAL EDIBLE OIL DISTRIBUTORS ASSOCIATION (NEODA)
• The National Edible Oil Distributors • NEODA is constantly working behind the
Association (NEODA) represents all the major scenes to ensure the highest industry standards
refiners, key packers and distributors of edible are being adhered to.
oils as well as suppliers of non-oil products
• All NEODA members work to a strict Code of
(such as batter mix, sausages, packaging,
Practice to ensure that consumers are getting
range manufacturers and potato preservatives)
exactly what they have paid for.
in the UK.
• When you see the logo, you know that the
• Samples of all major oils and fats from
product comes from an approved supplier who
members and non-members of NEODA,
are collected on a monthly basis and adheres to the highest industry standards.
independently analysed.
FURTHER INFORMATION HELPING SUPPORT THE WORK OF
GENERAL ENQUIRIES
Lynda Simmons 0208 464 3954
REG CHARITY ENGLAND & WALES NO. 232822. REG CHARITY SCOTLAND SC039088.
PR & MARKETING Since it began, National Fish and Chip Day has
Jo Hage or Sarah MacDonald 01622 239 303 supported the Fishermen’s Mission charity, with
shops the length and breadth of the country using
fishandchipday@neoda.org.uk events and competitions they run as part of the
celebration to raise money for a charity that is
www.nationalfishandchipday.org.uk
close to our hearts, Contact us if you would like
more information on how your shop could get
involved in fundraising.
NAT IONAL F I SH & CHI P D AY - 2018 CA MPA I G N T OOL KIT 17You can also read
