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A campaign is mostly about creating awareness. Period. Awareness is not enough to create change. A program is usually about creating actual change in the way things work. For instance, a campaign about recycling is just about marketing the idea of recycling. But the actual program can include a campaign but also be about incentives, tools and means to actually make recycling happen.
That is why a campaign's success isn't usually measured by changes in behavior, but rather by more trivial stuff things like: "Number of people talking about our campaign on Facebook", or "Percentage of people aware of our message" and so on... As opposed to a program, which should be measured by actual changes in reality... things like: "Number of tons of recyclable materials actually collected" or "Percentage of increase in the number of households that recycle".
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