A Vancouver-based organization is working with the World Police and Fire Games to reuse or recycle their marketing materials and signage.

Amelia Ufford, who has a background in corporate marketing, co-founded De.Brand to give promoters an alternative to dumping their materials when events conclude.

De.Brand removes banners, signage and booths for their clients and takes off all identifiable branding before donating or reselling the materials to buyers.

Ufford called the disposing of marketing materials in landfills the industry’s “dirty little secret.”

“There was so much waste that was being generated,” said Ufford. “We made it a public question and asked, ‘What does happen to all that stuff?’”

She added she hopes to do the same for Olympic signage next year.