So it sounds like a "service campaign" is just a factorys way of getting the job done before a mandated recall is issued.
TSBs sound like corrections for issues that are not safety related.
Service Campaigns & NHTSA recalls are recalls just depends on if it was government or factory issued.

You can bet a "service campaign" is a clever way to avoid an inevitable official "recall" and the stigma that goes along with it.

So to say Toyota has not had numerous recalls is inaccurate - they just issue a campaign before a recall is issued. Calling back vehicles for repair of systems like faulty cruise controls, failing brakes, transfer cases that fail, and frames that rust out by any name is a recall. Nice try on their part to claim so few recalls - and that is all it is, clever marketing.

IMO.
BTW - I could really care less, I just dont like that this false info is used to make domestic carsappear to be of lesser quality. Buyer beware or aware.