TRANSDEV – which runs Keighley Bus Company – is doing its bit to support the Ukrainian relief effort.

The operator has given its backing to the Disasters Emergency Committee humanitarian appeal to help those whose lives have been devastated by the war.

Transdev's fundraising began with the firm donating 10p from every ticket sold in a day, across its network, to the cause.

The initiative coined-in £3,374.

Transdev chief executive officer, Alex Hornby, said: "We have all been saddened by the appalling events in Ukraine and the dreadful impact this has had on people who have had to flee the country.

"All of us at Transdev at our locations across Yorkshire and the north-west felt compelled to show our support, and we hope the donation from our fares will go some way in giving the right kind of help to those who need it.

"We are proud to employ a number of Ukrainian families as part of our own team here in the north and give our full support to international Transdev colleagues aiding the humanitarian effort elsewhere in Europe."

In addition to the fares donation, Transdev also collected contributions from customers.

And each bus is displaying a heart-shaped Ukrainian flag, designed as a public show of backing and to help raise awareness of a continuing need to support people fleeing the war-ravaged country.

Also, free travel is being offered to refugees from Ukraine now settled in this region. To qualify they just need to show a Ukrainian passport and an airline boarding pass valid within the last 48 hours.

The Disasters Emergency Committee appeal has already raised over £260 million in donations and sponsorship, and the Government has committed £400 million in economic and humanitarian support.

Eleven million people – over one quarter of Ukraine's population – have fled their homes since the conflict began.

In addition to Keighley, Transdev has operating centres across Yorkshire in Harrogate, York, Malton, Bradford, Halifax and Huddersfield.

It also has Lancashire and Greater Manchester operations based in Blackburn, Rochdale and Burnley.

Earlier this year, one of the company's double-deckers was given a special livery featuring the flags of 40 nations – highlighting the diversity of the firm's 1,400-strong team.

The vehicle took to the road as Transdev stepped-up efforts to recruit more drivers, engineers and support staff.