The continuing struggle during the Vietnam War to gain the support of the rural population for the government of South Vietnam was called pacification. To Americans, pacification programs were often referred to by the phrase
winning hearts and minds. The anti-communist
Ngo Dinh Diem government of South Vietnam (1955–63) had its power base among the urban and
Catholic population. The government controlled the cities and large towns but Diem's efforts to extend government power to the villages, where most of the population lived, were mostly unsuccessful. The Viet Cong were gaining support and mobilizing the
peasantry to oppose the government. Between 1956 and 1960, the VC instituted a
land reform program dispossessing landlords and distributing land to farmers. In 1959, Diem revived the agroville program of the French era with the objective of moving peasants into new agricultural settlements which contained schools, medical clinics, and other facilities supported by the government. The program failed due to peasant resistance, poor management, and disruption by the VC using
guerrilla and
terrorist tactics. In 1961, the government embarked on the
Strategic Hamlet Program, designed partly by
Robert Thompson, a British counter-insurgency expert. The idea was to move rural dwellers into fortified villages in which they would participate in self-defense forces for their protection and isolation from the guerrillas. The
United States Ambassador to South Vietnam Frederick Nolting and
CIA official
William Colby supported the program. General
Lionel C. McGarr, chief of the
Military Assistance Advisory Group in South Vietnam, opposed it, favoring instead a mobile, professional South Vietnamese
Army of the Republic of Vietnam (ARVN) undertaking what would later be called
Search and Destroy missions rather than defending villages and territory. The program was implemented far too rapidly and coercively, and by 1964, many of the 2,600 strategic hamlets had fallen under VC control. The next iteration of the pacification program came in 1964 with, for the first time, the direct participation in planning by the
US Embassy and
Military Assistance Command, Vietnam (MACV), the successor to MAAG. The
Chien Thang (Struggle for Victory) pacification program was less ambitious than the Strategic Hamlet program, envisioning a gradual expansion, like an "oil spot" from government-controlled to VC controlled areas, by providing security and services to rural areas. Along with the Chien Thang program was the related Hop Tac (Victory) program, directly involving the U.S. military in pacification for the first time. Hop Tac envisioned a gradual expansion outward from
Saigon of areas under South Vietnamese government control. These programs also failed as the ARVN was unable to provide adequate security and safety to rural residents in disputed areas. ==American and North Vietnamese involvement==