Hearts and Minds (Vietnam War)

Hearts and Minds or winning hearts and minds refers to the strategy and programs used by the governments of South Vietnam and the United States during the Vietnam War to win the popular support of the Vietnamese people and to help defeat the Viet Cong insurgency. Pacification is the more formal term for winning hearts and minds. In this case, however, it was also defined as the process of countering the insurgency.^[1][2] Military, political, economic, and social means were used to attempt to establish or reestablish South Vietnamese government control over rural areas and people under the influence of the Viet Cong. Some progress was made in the 1967–1971 period by the joint military-civilian organization called CORDS, but the character of the war changed from a guerrilla war to a conventional war between the armies of South and North Vietnam. North Vietnam won in 1975.

Pacification or hearts and minds objectives were often in diametric opposition to the strategy of firepower, mobility, and attrition pursued by the U.S. from 1965 to 1968. Rather than the search and destroy strategy the U.S. followed during those years, hearts and minds had the priority of "hold and protect" the rural population and thereby gain its support for the government of South Vietnam.