DATTCO, the family-owned company that runs more than 1,600 school buses in Connecticut and Rhode Island, is drawing attention for something new: a children’s book.
The book, “The Big Yellow Adventure,” was created to help calm the nerves many children feel before their first school bus ride. It has quickly become a talking point among parents, teachers, and local leaders.
“This is very out of the box,” said Kyle DeVivo, chief operating officer of DATTCO. “It was a creative idea that grew into something much bigger. We’ve had schools asking for copies to hand out at kindergarten orientations, and libraries are requesting them, too. The response has been overwhelmingly positive.”
The story follows a child’s first bus ride, using colorful pictures and simple safety tips. Experts at OPTIMUS Healthcare reviewed it to make sure it worked well for children and parents.
“It’s something families can read together,” DeVivo said. “Putting your child on a bus for the first time can be stressful for both parents and kids. This gives everyone a way to talk about it.”
The project grew out of the company’s effort to connect more closely with its communities. DATTCO has released an initial batch of books, and a publisher has reached out about printing another 100,000 copies.
“When transportation companies take this kind of proactive approach to child welfare, it demonstrates a commitment that goes far beyond their core service,” said Brianna Whitlock, LCSW from OPTIMUS Healthcare. “This book fills a genuine gap in preparing children for school transportation.”
The book was developed entirely in-house, written by Paul Mayer, DATTCO’s Vice President of Marketing and Communications, and brought to life with colorful illustrations by Nancy Ingenito.
Sharing the story
The DeVivo family has always seen the bus business as more than transportation. Kyle’s father, Don DeVivo, is president and CEO. Both have been visiting schools to read the book at orientations and special events.
“I have three young kids myself, so reading children’s books every night is already part of my life,” Kyle said with a laugh. “It’s been fun to bring that into my work.”
The company has scheduled readings at school orientations and expects more appearances soon. Local TV stations have covered the story, and the DeVivos said they’ve even seen interest beyond New England.
“There’s definitely been publishing interest, which is flattering,” Kyle said. “But the main focus right now is making the school year successful and connecting with our communities.”
Although the book is new territory, DATTCO has long worked to help children feel comfortable on the bus. For years, kindergartners have been given “bus hats” — cardboard headbands with their name and route number — to help them get home on that stressful first day.
“Little kids don’t always remember what they were told in the morning,” Kyle explained. “Having something simple like a hat makes the process smoother.”
The book, he added, works in a similar way by letting kids know what to expect before they ride.
The book’s release has made the company’s busy back-to-school season even busier. Mechanics, drivers and staff already work long hours to prepare the fleet.
“Start of school is always a little stressful, but we get through it,” Kyle said. “Adding the book project into the mix has kept us even busier, but it’s been exciting to see how well it’s been received.”
Community connections
DATTCO transports more than 120,000 students each day. The company supports schools and local groups by donating buses for food drives, parades and charity events. The book adds to that tradition.
“What we’ve learned over the years is that taking time to build community connections goes a long way,” Kyle said. “It doesn’t have to be a children’s book. It could be helping out with a fundraiser or lending buses for an event. When you show up for your community, it comes back to you in ways you don’t always expect.”
Don DeVivo agreed, stressing that the book isn’t about profit.
“We’ve always believed our responsibility extends beyond transportation,” he said. “We’re part of each child’s educational journey, and this is another way we can support families.”
Asked what advice he would give to other companies, Kyle pointed to the value of staying connected to the community.
“It could be donating a bus for a toy drive or supporting a local event,” he said. “You don’t have to do something on a large scale. Just invest in the community you serve. It’s the right thing to do, and it usually comes back around.”
The DeVivos say they will keep reading the book at schools and sharing it with families throughout the year. Whether or not it reaches a national audience, the goal is simple: helping kids and parents feel more comfortable with one of childhood’s first big steps.
“Anything we can do to ease that first ride is worth it,” Kyle said.
Schools in Connecticut and Rhode Island are receiving donated copies of “The Big Yellow Adventure.” A free digital PDF and coloring book are also available for download in English or Spanish at www.dattcoschoolbus.com/the-big-yellow-adventure.
