KPS launches ‘Safety is a mindset’ campaign.

KPS has unveiled a new safety campaign that reframes how construction teams should think about risk: safety starts in the mind, not just with PPE.

Rooted in its strong Swedish heritage, where safety, quality, and precision are non-negotiable, KPS has always embedded safety into project delivery. The new campaign builds on that tradition by shifting focus from compliance to awareness, addressing not just equipment but the psychology behind safe behaviour.

“At KPS, we believe helmets, boots, and harnesses are only part of the equation,” said Stephen Taylor, Managing Director of KPS. “The real protection starts with the decisions our people make every day. Safety is a mindset.”

The campaign’s illustrated posters split visuals between workers in PPE and simple but hard-hitting reminders such as: “PPE won’t save you from a bad decision” and “Gear up your brain before your boots.” These will be displayed on multilingual site posters, shared via WhatsApp safety reminders, and reinforced with regular “Mindset Hero” shout-outs recognising workers who demonstrate proactive safety thinking.

By bringing Scandinavian safety culture into every project site across the Middle East, KPS is setting a higher standard for how construction teams should approach safety: not just as compliance, but as awareness and responsibility.

“Safety isn’t just about avoiding accidents, it’s about building trust, teamwork, and accountability on site,” added Stephen Taylor. “Our message is simple: hard hats protect your head, but your head protects the team.”