PwC, or PricewaterhouseCoopers, is one of the world's largest professional services networks, providing services in the areas of audit and assurance, consulting, tax, and advisory. The campaign you mentioned, "Building Trust in Society and Solving Important Problems," reflects PwC's core mission and values, which go beyond just providing services to clients. Here's an overview of the campaign:

1. Core Message:
- The central message of this campaign is to emphasize PwC's commitment to making a positive impact on society by building trust and addressing significant challenges. It communicates that PwC's work goes beyond financial and business services; it extends to solving broader societal issues.

2. Social Responsibility:
- The campaign underscores PwC's role as a responsible corporate citizen. It implies that PwC is not solely focused on profit-making but also on contributing to the betterment of society.

3. Trust and Integrity:
- Trust is a cornerstone of PwC's brand, given its role in auditing and assurance. The campaign emphasizes that PwC's work builds trust in businesses and institutions, fostering confidence in financial systems.

4. Problem-Solving Approach:
- PwC positions itself as a problem-solver, indicating that its services extend beyond traditional accounting and consulting. The firm strives to address complex, important problems faced by its clients and society as a whole.

5. Thought Leadership:
- PwC often produces thought leadership content, reports, and insights on various global issues, economic trends, and societal challenges. The campaign aligns with these efforts, portraying PwC as a source of expertise and solutions.

6. Sustainability and ESG Focus:
- In recent years, PwC has placed a significant emphasis on sustainability and environmental, social, and governance (ESG) matters. This campaign aligns with PwC's efforts to help clients and society navigate these critical issues.

7. Employee Engagement:
- The campaign can also be a rallying point for PwC employees, highlighting the broader purpose and societal impact of their work.

8. Client Relationships:
- By emphasizing trust-building and problem-solving, the campaign reinforces PwC's commitment to its clients, showcasing the firm as a partner that understands and addresses their most significant challenges.

9. Measurement and Accountability:
- PwC likely tracks its progress in building trust and addressing important problems, both internally and externally, and did share updates and success stories as part of the campaign.

In essence, PwC's "Building Trust in Society and Solving Important Problems" campaign reflects the firm's broader mission to not only provide professional services but also to be a positive force in addressing critical societal issues. It communicates a commitment to ethical business practices, social responsibility, and contributing to a better, more sustainable world.