Months into the region’s geopolitical tensions, businesses are still adapting to uncertainty and changing consumer behaviour. From Dubai’s citywide initiatives to Save Our Soap, campaigns are being used to maintain confidence, drive action and support businesses.Mira Business FM was among the first to interview Stevi Lowmass when Save Our Soap launched. Now, with the campaign reaching its targets, Tim Elliott follows up with Lucy Bradley, Founder of Plug, who conceptualised the campaign, to find out what has happened since and what the campaign says about business resilience.