SGM Herbert A. Friedman (Ret.)
Tet Nguyen Dan is the Vietnamese lunar New Year Festival and the most important Vietnamese holiday. Literally, Tet Nguyen Dan means the first morning of the first day of the new period. Tet falls sometime between the last ten days of January and the middle part of February. It comes at a time when there is a pause for the farmer after twelve months of labor. The Vietnamese Tet holiday is an occasion for an entire people to share a common ideal of peace, concord and mutual love. The Tet holiday is officially three days long but is often celebrated for seven days. During this holiday the people take extra care to be kind and not show anger or act in a rude way toward anyone.
As a rule, all members of the extended family try to spend the holiday together under the same roof. Children vow to be well-behaved and are often given gifts of cash wrapped in red paper. Several times a day, joss-sticks are lit on the family altar and offerings made of food, fresh water, flowers and betel. Family graves are visited, fences are mended and the burial mounds tidied up. In order to start the New Year right and set the best precedent, Vietnamese homes are painted and cleaned. New clothes are purchased for the first day of Tet and old debts should be paid.
The Joint U.S. Public Affairs Office Memorandum 31, dated 28 November 1966 is titled A Vietnamese looks at Tet. It says in part:
The custom of celebrating Tet goes back to remote antiquity. Like many other Vietnamese traditions, it was imported from China 4,000 years ago. One of the best-preserved rites of Tet is the Feast of the Jinni of the home; on the 23rd Day of the 12th month... One of the most characteristic customs of Tet consist of buying a flowering peach tree branch that is placed in a vase for the duration of Tet. Originally, the peach tree branches were meant to protect the house from demons.
The Tet Hoa Mai Tree
he holiday is also observed by a family visit to the church or pagoda to pray for good fortune and happiness. A sprig of the yellow blossomed hoa mai is used to decorate the home. After seven days the holiday ends with the le khai ha ritual during which the Tet tree called cay neu is taken down.
The Cay Neu Bamboo Pole
The Tet tree is usually put up in the week before New Years Eve. The tree, called cay neu, is a bamboo pole stripped of most of its leaves except for a bunch at the very top. The Tet tree has Taoist origins and holds talismanic objects that clang in the breeze to attract good spirits and repel evil ones. On the very top, they frequently place a paper symbol of yin and yang, the two principal forces of the universe. Sometimes a colorful paper carp flag will fly from the top. The carp (or sometimes a horse) is the vehicle on which the Hearth God travels to make his report. This tree is more common in the countryside than in the city.
Flowering Peach Blossoms
Two items required for the proper enjoyment of Tet are flowering branches and the kumquat bush.The traditional flowers for Tet are peach flowers in the North and apricot flowers in the South. Miniature kumquat bushes about two or three feet tall may be prominently displayed.
As the New Years midnight approaches, the Giao Thua ritual occurs. Every Vietnamese family whispers similar fervent prayers. Bells ring and drums beat in temples. In the Gia Tien (family ancestor) ritual invitations are extended to the deceased relatives to visit for a few days in the world of the living family. The head of the household lights incense and folds hands at heart level in the position of prayer. The prayer may proceed as follows:
In the year of . And the date of . Make these offerings and invite all of our ancestors to join in eating Tet with us.
I pray to the Heavenly King, the Jade Emperor, to his assistants and to the Earth God and the guardian spirit and to any other spirits present. On behalf of the family, we offer you incense, gold and silver, fruit and flowers, alcohol and fixings for the betel quid. We are all here to make these offerings so that the next year will be free of disasters and harmful occurrences and that the family will prosper. Please bless us all, young and old, with happiness, prosperity and long life. Please forgive us any transgressions we may have unknowingly committed against you or others.
Traditional Tet Greeting Card
Another popular pastime during Tet is the sending of greeting cards. On one occasion, such a greeting card was used in an American propaganda operation.
The operation was run by the Central Intelligence Agency (CIA) and the Military Assistance Command, Vietnam - Studies and Observation Group (MACVSOG). The CIA official who directed the Psychological Operations Group (OP-39) in the closing years of the U.S. portion of the Vietnam War (1970-1971) said in part:
Ho Chi Minh used to send a greeting card down every year for Tet. Well, he died in the fall of 1969 and he never sent one down for 1970 for obvious reasons. So, we decided to pick out an individual in the leadership of North Vietnam who was the most pro Chinese, Truong Chinh, and have him send down a Tet greeting card. The Vietnamese I worked with thought this was a tremendous idea... and apparently it was extremely effective.
To try to achieve your goal which, in a cold war situation is to harass and disrupt the enemy's command and control structure, you have to be very selective and circumspect in your approach. Your target has to be carefully studied and a plan has to be tailored to exploit the vulnerability of the group or individual being targeted. And that's how the Ho Chi Minh greeting card came about.
The North Vietnamese had press conferences in Laos, they had one in Paris denouncing this secret service operation It hurt them to the point where they had to stand up and scream. So, as I said, it was quite good.
An OWI Tet Greeting Card from WWII
It is interesting to note that the United States understood the important of Tet as early as 1945. During WWII when Vietnam was occupied by the Japanese the American Office of War Information prepared a Tet card for the people coded AFA-102. The AFA meant Annam or Annamites the old name for the area and its people. The front of the leaflet depicted a Tet bush and the text
Happy New Year
This leaflet salutes the people of Indo-China on their New Year.
The back had a long text which said in part:
GOOD WISHES ON THE FEAST OF TET
People of Indo-China,
We wish you a happy New Year, a time of great feasting and of hearts as light as the evening breeze rustling the bamboo. We wish you plentiful rice and fish and the full enjoyment of the products of your bountiful land. We also wish you freedom, for without freedom the best yellow wine is bitter, and the finest food tastes of decay
People of Indo-China, you can help in the fight. Stop working for the Japanese on the railroads, on ships and in factories. Another way is to weaken the Japanese by hiding the produce of your fields. You can help greatly by helping to save doomed American airmen and guiding them to the frontier. That service America will never forget.
Then, by the next feast of Tet, the Japanese will be gone, and it will be a truly happy New Year Let China enjoy happiness for ten thousand years.
GPWD Tet Display
The General Political Warfare Directorate was the organization in Charge of Propaganda to lift the morale of the South Vietnamese soldier and destroy the morale of the Viet Cong enemy. This is the display put up in their headquarters during the 1970 Tet holiday. Instead of the usual tree branches and flowers they have placed a Vietnamese spirit holding a sword. Many Vietnamese people believe in mystical deities that control and exert great influence on their future. During holiday season, mediums are called to present spirits with gifts to bring good luck and success. It is part of the general belief and mixes in with all the traditional religions.
The spirit is Tieu Dien Dai si (AKA Ong Tieu). He is one of the incarnations of The Bodhisattva. His job is eliminating evil and saving souls.
An old story says that the Bodhisattva is on the path of salvation. The Devil appears with intimidating fangs and protruding eyes and blocks the road. The Devil shakes his muscles and then three mountains appear on his head. The Bodhisattva takes on the appearance of the devil, shakes his muscles and three higher mountains appear on his head. Then the Devil sticks out his tongue. His tongue is very long. The Bodhisattva sticks out his tongue, and the Bodhisattvas tongue is longer. The long pink object on the statue is the tongue. Knowing that he has met a higher goodness, The Devil disappears. After the worship children often compete to win the tongue of The Bodhisattva. That tongue will be used as a mascot or as an amulet for the kids to chase the devil away.
J. A. Koch authored an Advanced Research Projects Agency (ARPA) report in January 1973 entitled: The Chieu Hoi Program in South Vietnam, 1963-1971. He says about the Tet PSYOP Campaign:
Each year during the Vietnamese New Year (Tet) an intensive PSYOP campaign has been mounted, requiring immense effort and coordination of all U.S. and Government of Viet Nam military and civilian agencies involved in the Chieu Hoi Program. Statistics show that each year a large number of VC -- two to three times the normal rate -- rally during Tet (which usually occurs in January or February of the Lunar New Year).
The Tet holiday is the most important of all Vietnamese holidays; it has been celebrated for centuries and is by custom more sacred and sentimental even than the marriage day. It is the traditional time of family reunion and provides a unique opportunity to convince families of the safety and good treatment which will be accorded the rallier by the government. The Tet PSYOP campaign is thus focused on the family and on the homeward-bound VC, emphasizing not only sentimental family ties but also the concrete opportunities presented by the holiday to rally. Indeed, most ralliers report to their village and hamlet councils. On 19-20 January 1966, 132 million leaflets were dropped "signaling the beginning of the homecoming campaign" and that in the following three weeks 2,336 Hoi Chanh rallied.
The declassified 1969 report Employment of US Army Psychological Operations Units in Vietnam said about the Tet Campaign:
The TET campaign was a coordinated MACV and JUSPAO campaign in support of the Government of Vietnam. The broad objectives were to produce the maximum number of VC/NVA defections, erode the morale and effectiveness of VC/NVA personnel, enhance popular support for the Chieu Hoi Program throughout RVN, and to exploit the growing viability of the GVN and the increased acceptance of the GVN by the people. The 1969 TET campaign was conducted in phases from 18 January to 24 March 1969. Emphasis was placed on handwritten PSYOP appeals from members of families who had relatives in the VC units. Other material included posters, leaflets, PSYOP novelty items, songs, TV programs, and motion pictures.
It should be obvious to the reader that this Tet holiday was a big PSYOP campaign every year. To give an example I want to quote the 4th PSYOP Group Monthly Operation Report of February 1970. This is just for the IV Combat Tactical Zone:
The center developed 8 leaflets, 2 tapes, 2 posters, one Tet stationery pattern, 2 Tet greeting cards, and three Province Chief Tet letters. Additionally, 22 M-85 plates (19 Tet messages, 1 Tet greeting card, and 2 Tet magazines) were produced for printing at the local level. The Media Dissemination Center was responsible for disseminating 10,000,000 Tet leaflets which were dropped from USAF and Vietnamese Air Force aircraft.
One of the earliest Joint U.S. Public Affairs Office (JUSPAO) leaflets is coded SP-877. You will see many others as high as 400, so the low number of this leaflet shows you how early it is. The front and back have a fancy design to make it more interesting to pick up, the title A Ballad Prayer for Tet, and the lyrics of the song. The lyrics are in part:
A BALLAD PRAYER FOR TET
May the sunshine of the New Spring bring you home to the blessing of our ancestors and the familiar love that awaits you.
May the New Spring see you free of those cruel and lawless ones who tax us, take our rice by force, mutilate, and kill us, who fight to destroy our government, and our country.
May the New Year bring you happiness and peace in our home, in the bosom of your family serenely building for our future.
May you be here to rejoice with us at Tet to feast on Banh Chung and watermelon and laugh and play with the children, shooting only firecrackers, to give pleasure, not guns, to maim and kill your neighbors.
May you find solace with us in the old traditions, in lime-powder bows and arrows, and apricot branches, and the Cay Neu.
May our ancestors smile as they leave us after Tet Knowing that you for whom we belong, have returned to stay with us forever.
May the New Spring bring blessings to our home. May the Mai blossoms open, and all omens be good And, greatest blessing for them all.
May you, beloved one, come home for Tet, and stay.
The front of this very early leaflet depicts a Vietnamese family enjoying a feast while a second empty table appears to be set as a TET or funeral shrine. Perhaps their son far away in the war has perished? The text above the two images is:
Do you think about your family's happiness?
Where are you now?
What are you doing now?
The back is all text and appears to be targeting the Communist fighter away from his home and family deep in the bush:
DO YOU THINK ABOUT YOUR FAMILY'S HAPPINESS?
Everybody in your family, gathered today for a meal, feels sad and unmotivated because they miss their First Brother, Third Sister, Fifth Uncle, as well as on the recent Tet or the annual Death Days [of the ancestors].
In this very moment, what are they doing? Who takes care of their wives and children? Who nourishes their old parents? Who tends to their fields? Who pays respect to their ancestors?
We all know they do not want to continue their current miserable life. They do not want to be still deceived by the so-called National Liberation Front of the South. They do not want to live in hunger, lack of medicines, lack of clothing and of family love. They do not want to bear arms against innocent people; their own wife, children, siblings and parents. That's the reason more than twenty thousand Viet Cong members answered the Chieu Hoi calls and returned to the National Government. Nonetheless, there is still a number of them who are forced by the Viet Cong into their ranks and yet to find a chance to escape.
The Government and The Army are ready to warmly welcome them back.
A Chinese person wrote and added:
As an Asian, I can easily see that this picture is not very auspicious. It looks like this is the seventh day after the person's death, and Asians believe that on the seventh day after a person's death, his soul will return to his home to see his loved ones. The main seat is reserved for the man, but it is obvious that the main seat is empty because the man died.
This leaflet also exists in an uncoded black and white version.
This is an early war leaflet as seen by the Special Projects "SP," and the "A" at the end of the code tells us it is the basic form of a leaflet that has more than one variation. More variations would be B, C, D, etc. It depicts a rather common theme, a Viet Cong is returning home to his family at TET, his children run to greet him. Perhaps he has gone Chieu Hoi, perhaps he just got tired of the misery and starvation in the bush and decided to defect and return home. The back is all text:
To our Friends the VC Servicemen.
Your family and compatriots are extending their love to embrace their wayward sons back. The State will open its arms to warmly welcome you and treat you with dignity. You'll have adequate food and clothing. A new life awaits you. During this Tet season, promptly wake up and come back to the National Government, to the big family of our Nation, to fulfill your duty of a patriotic son.
We wish you a Happy New Year!
The Original SP-938 Leaflet
I mentioned above that the SP-938A leaflet was a variety. As I put the leaflet away, I see that I had the original SP-938 leaflet, and as you can see the format is slightly different, the text is probably the same, although a word or two might have been changed. I think the picture in the A version is a bit more sentimental and better shows the emotion of homecoming.
The SP in the code stands for Special Projects and indicates that the leaflet was prepared by the Joint United States Public Affairs Office, the umbrella organization that watched over all the propaganda leaflets early in the war. This is a very early Tet leaflet and depicts a Vietnamese woman preparing the house for the Tet decorations. The text is:
Spring is returning to our homeland and to our people. We are fortunate to live in an area that is protected from Viet Cong sabotage by the forces of the Government of the Republic of Vietnam and its allies. While we prepare to celebrate Tet with our families and our loved ones, we cannot avoid feeling pain and distress at the sight of the hardships that our compatriots living under the yoke of Viet Cong rule are being forced to endure.
We hope that the New Year will be a year of happiness for all of our compatriots and that before the year ends we will all be freed from the heavy burden and fears that are caused by the Viet Cong so that we can call live in peace and freedom.
We wish that all of our compatriots receive everything that their hearts desire during this New Year.
The same image and text are also found on the earlier leaflet 890. The one difference on the front is that the Happy Tet seems to be Chinese, and the style of the Vietnamese text on the back is a bit fancier.
This leaflet is too long to translate fully, but I liked the official way it looks with a Chieu Hoi symbol at the left, a Roman IV at the right symbolizing the 4th Corps Zone and the Tet flowers at the center. One million of these leaflets were printed to be disseminated in IV Corps in February 1967. Some of the text on this leaflet is:
Brigadier General Nguyen Van Manh, Commanding General
IV Corps and IV Corps Area, Currently Government Delegate
To: Soldiers and Cadre in the National Liberation Front ranks:
Again, the spring holidays have come. The Dinh Mui Tet is approaching. Spring flowers are blooming everywhere in the country, and the fuming incense smoke on the alters bring memories of our heroic forefathers who struggled to ward off aggression to defend the beautiful mountains and rivers. However, this spring the sound of guns is still heard in the country. The blood of the Vietnamese people still flows. The motherland still suffers death caused by the meaningless aggressive war waged by the ruthless communists.
On this occasion, while people of every walk of life are happily preparing to celebrate the spring holidays with full confidence in a future of well-being and happiness, I extend to you my greetings of the New Year...
Leaflet SP- 2252
The Tet leaflets are always among the most colorful leaflets prepared during the Vietnam War. Here is another using very bright color. The text on the front is:
HAPPY NEW YEAR
The text on the back says in part:
Tet is Coming Back to the People. The people celebrating Tet are not happy because of the hardships imposed on them by the Viet Cong. We are hoping the New Year will replace the old year with better things. The people should think of their old regime, and the parents should persuade their children and their childrens friends to desert the Viet Cong and return to their old government. They will be welcomed.
This is another JUSPAO Special Project leaflet with the Tet holiday for a theme. The front depicts a young boy playing a flute while on the back of a water buffalo. In the foreground children play games. The text is:
Happy New Year
The back depicts flowering branches and the following text:
On the occasion of the New Year the Government of the Republic of Vietnam wishes you a quiet, peaceful year so that you can return to your families and to freedom.
We hope that you have a chance to rally so that you can enjoy a warm, happy new year with your families.
Your relatives are waiting for you to return to celebrate the New Year in the free territory of the Republic of Vietnam.
This postcard was produced in January 1969 along with a poster. It targets Viet Cong relatives and sympathizers. It was printed in
by request of the Joint United States Public Affairs Office. It was a one-time item and unavailable for re-order. The text is: Manila
HAPPY NEW YEAR LONGING FOR PEACE\
Poster 2904 is very large at 21 x 33-inches and is identical to the postcard except that the Chieu Hoi symbol is at the lower left and there is a calendar of January 1969 at the lower right. The official title of the poster is Tet Poster Number 1, 1969.
Poster 2905 is also very large at 21 x 33-inches but the image has been changed to a woman and daughter in a quiet country scene. The Chieu Hoi symbol at the lower left has been changed to propaganda slogan Democracy, People's Harmony, People's Progress, and at the right a calendar of February 1969 has been added. The official title of the poster is Tet Poster Number 2, 1969. See below where I hold one.
The 4th PSYOP Group was the main proponent of leaflets in Vietnam through much of the war so I want to add some 4th Group leaflets. This one depicts a bouquet of roses on the front and a single rose on the back. The text on the front is:
Spring comes throughout the country; spring comes to warm up the Chieu Hoi love
Some of the text on the back is:
Again the spring comes with the Tet holiday. The incense burner emitting thick smoke, cooking, and baking with certainly give you strong motivation to be with your loved ones Dear friends, do not hesitate to return to your family to have a happy and merry Tet holiday.
This leaflet depicts a Vietnamese woman carrying baskets. Her husband is clearly fighting in the South, She is alone. The text on the front is:
Happy New Year. Dont miss our lives together
The back has a poem and a short message. The poem is:
This spring is the third sad spring
My heart is uneasy with sweet regrets
Tet still has flowers, incense, lamps and cakes
But missing you, how lonely I feel
During the decade that the
fought the Vietnam War it was aware of the importance to the Vietnamese of the Tet New Year holiday. As a result, a great number of leaflets, posters and radio messages mentioned Tet. Hundreds of leaflets were prepared that showed the family celebrating Tet, homes decorated for Tet, or wives and children tearfully wondering where the husband or father was at this festive time. Surrender leaflets constantly mentioned that the holidays were approaching and the North Vietnamese soldier or Viet Cong guerrilla should leave the battlefield and return home to celebrate with his family. It is probably safe to say that with the exception of the Chieu Hoi (Open Arms) surrender leaflets, Tet was the most popular theme of the American propagandists. We should mention that in previous wars and even in United States the enemy often used the Christmas holiday as a theme of their propaganda leaflets so perhaps turnabout is fair play. Vietnam
Author holds Tet Poster No. 2, 1969
Many of these Tet products were printed as leaflets, postcards and posters. Here the author holds poster 2905 produced in January 1969. This poster targeted Viet Cong and their relatives and sympathizers as well as North Vietnamese troops in South Vietnam. The poster was produced by the Field Development Division of JUSPAO and printed in Manila. This was a one-time product and could not be reordered, probably because of the month calendar at bottom right. The short text is:
Happy New Year Longing for Peace
Robert W. Chandler mentions the Tet campaigns in War of Ideas: The U.S. Propaganda Campaign in Vietnam, Westview Press, Boulder, CO, 1981:
A third special campaign carried out to support the Chieu Hoi program was waged annually during Tet, the Vietnamese New Year. It exploited the soldiers strong yearnings to return home, for Tet is an extremely sacred and sentimental time to renew memories, take part in family gatherings, and settle spiritual accounts These Tet traditions heightened nostalgia, loneliness, and yearnings for loved ones among the enemy armed forces.
Most themes developed for the Tet campaign were based on already existing appeals placed into the context of the season. Leaflet and loudspeaker messages included sketches of a happy family reunion, a pensive Viet Cong away from home, and family longings for loved ones serving the National Liberation Front.
Some readers might wonder what the loudspeaker messages were about. Here are a few from the 1967 Tet Campaign:
Tape 76. Attention men of the Front! How many defeats have you suffered lately? If you stay with the front you will continue to be led to defeat. If you continue to fight, then it is sure that death waits for you. As the new spring approaches, choose a new life. Choose Open Arms and stay alive. Choose Open Arms!
Tape 78. Attention fighters of the Front! The new spring approaches. Will it be your last? Your revolution has been misled. If you stay with the Front, you face only defeat and death. A warm welcome awaits you if you rally to the National Cause. Join the Social Revolution of the GVN through Open Arms - Open Arms! Open Arms! Open Arms!
Tape 80. Your family and people welcome their misled sons with love. The nation opens its arms to welcome you with good treatment, food, clothing, and a new life. On Tet, awake and return to the GVN and to the great family of the nation to fulfill your duty as a cherished son of the country. We wish you a Happy Tet!
Tape 82. Attention! You men who have fought so hard for the Front - You wanted to help the people and the nation but now you can see the mistakes of your leaders have only done harm - Do not continue to be misled. If you want to help the people, come back to the National Cause and join the true social revolution. A warm welcome awaits all who return - Rally now through Open Arms.
Because there are so many leaflets to choose from I have decided to make arbitrary categories and show a few leaflets of each type. For instance, we will show how the Tet theme was used against the North Vietnamese and the Viet Cong and to depict family, wives, children, prisoners-of-war, and festival activities.
This Tet poster shows two lovely Vietnamese women in the foreground while in the background children are seen playing and light fireworks. The text on the poster is:
The golden flowers of Tet bloom all over the countryside. If there were no Communist insurgents, our villages would be peaceful and happy.
A 1969 Tet Booklet as mentioned below Spring in the Fatherland
This booklet was coded 2593, printed in December 1968 for Tet 1969. Its purpose is to generate public enthusiasm for return to the family by Viet Cong for TET, love of fatherland and the just cause. It was handed out and dropped from aircraft. It has numerous articles on the subject of spring including:
Support with enthusiasm Spring in the Fatherland.
Support Spring in the Fatherland to bring peace to the country.
"Spring in the Fatherland is for love and the right cause.
Spring in the Fatherland offers an honorable choice to the people on the other side.
An example of the importance of the annual Tet psychological operation campaign is clearly stated in the 18 July 1969 JUSPAO report on
preparations. Some of the comments are: U.S.
The Tet Chieu Hoi campaign has become the largest single annual psychological operation in Vietnam Preparations for the 1969 campaign began in September 1968 and culminated in the delivery in early 1969 of 72 media products Ranging from leaflets and posters to cartoon booklets and magazines. Later, fifteen additional items, including eight tapes for radio and loudspeaker broadcast were added to the JUSPAO load.
At the same time, JUSPAOs Cultural Drama Team Office recorded two original popular songs and one classical piece for Tet use. Song sheets were made up for Tet distribution and the recordings were reproduced as audio tapes The JUSPAO plant in Saigon, 7th PSYOP Group in Okinawa, Regional Service Center (RSC) Manila began to deliver the growing mass of materials. One shipment alone, arriving by sea from the RSC.
in late December contained 72 tons of printed material. Manila
Swelling the volume of conventional media products were small person-to-person items, each bearing a message from the Vietnamese government or a PSYOP slogan. Among these items were plastic shopping bags, miniature plastic bottle of nuoc mam (a pungent fish sauce seasoning), a cardboard version of the Vietnamese chess game, small bars of soap, and school kits containing pencils, erasers and rulers for school children.
Boxes of Tet leaflets are packed and ready for transport in the 7th PSYOP Group printing plant on
Okinawa. Note that each box is clearly marked VN TET MIX.
Their document lists all the items that were prepared for Tet 1969. Looking at just some of the numbers that were airdropped gives an idea of how big this campaign was. The three major items were 38 leaflets prepared by the 7th Group in Okinawa (3,145,000,000), two circulars prepared by RSC,
Manila(40,500,000) and two newspapers printed by 7th Group in Okinawa(2,300,000).
This Tet 69 leaflet shows a government agricultural expert out in the field advising Vietnamese farmers how to grow better crops. The text is:
An agricultural expert is surveying our farmers picking their vegetables.
The back is all text:
AGRICULTURE IS BRING PROSPERITY TO THE NATION
To secure a brilliant future for our rural population, the government of Vietnam has organized and sent teams of agricultural experts to hamlets and villages to give technical guidance to farmers to increase their agricultural output.
The progress in agriculture not only brings a prosperous life to the rural population: it also ensures a better life for the entire population and strengthens the balance of our agricultural exports as well.
The Government of Vietnam wishes you a Happy New Year.
This is a very attractive leaflet depicting a happy young child during Tet 1969. The text on the front is:
A BETTER LIFE WITH THE REPUBLIC OF VIETNAM
The purpose of the leaflet is to get the Viet Cong thinking about the Tet holidays, their home and family. Some of the text on the back is:
Our children have been enduring countless suffering caused by the inhumane and unjust war of the Communist aggressors. However, with determine leadership and the dedication of the government, our Army and our citizens are attempting to make South Vietnam a prosperous and good place to insure our children’s future happiness.
Actively cooperate with the government to build your children’s happiness. The Government of Vietnam wishes you a happy New Year.
A better life under the Republican Regime.
According to the Joint United States Public Affairs Office booklet PSYOP Policy Guidance Number 75, JUSPAO would produce and distribute special TET greetings and messages from the province chiefs, district chiefs and prominent organizations and citizens. It would also produce special Tet letters, messages and appeals to North Vietnamese Army troops and Viet Cong guerillas and their families from Hoi Chanhs (enemy troops who had already defected under the Chieu Hoi program). JUSPAO would also produce a series of radio tapes utilizing the Tet theme.
Colonel Benjamin F. Findley, Jr. USAFR mentions the Tet campaign in US & Vietcong Psychological Operations in Vietnam, published in Psychological Operations Principles and Case Studies , Frank L. Goldstein, Air University Press, 1996.
Four special PSYOP techniques were employed in
: the distribution of safe conduct passes, money for weapons, a focus on returning home to celebrate during the Tet New Year, and Armed Propaganda Teams composed of Hoi Chanh. Vietnam
General Giap's Tet Greeting
Before I start depicting and translating the American Tet leaflets I want to add one from the Communist Vietnamese. This is the earliest Tet propaganda leaflet I have seen, from 1958, while the Communists were still involved with the French and long before the United States got heavily involved in Vietnam. Notice the Tet tree at the left.
This is General Giap's Tet greeting to soldiers' families for Tet 1958. The text is:
Year of the Dog
From the Supreme Commander
Tet wishes to the families of soldiers of the revolution and the families of our martyred and wounded soldiers.
I wish all of our families a healthy, happy, and better new year during which we will actively carry out all the policies of our Party and our Government, contribute to the building of a strong, solid North Vietnam, and struggle to unify our nation.
General Vo Nguyen Giap
[Note] Tet fell on 18 February in 1958.
One year later Giap sent out a second greeting leaflet, this with the addition of a rifle at the lower left. The text is:
Year of the Pig
Government of the Democratic Republic of Vietnam
Ministry of Defense
Tet greetings to the families of soldiers of the revolution, the families of our martyred and wounded soldiers, and the families of our National Defense workers.
I wish all of our families a healthy, happy, exciting, and better new year during which we will actively carry out the State Plan for economic and educational development and help to build up our army and strengthen our national defense in order to move North Vietnam forward to socialism and provide a solid foundation for the struggle to unify our nation.
Minister of Defense
General Vo Nguyen Giap
Eight years later another Tet card was prepared by Viet Cong women. Communist symbols and Tet flowers and depicted at the left and the message:
Warmest greetings to all female workers, itinerate sellers of goods in the markets, small businesswomen, high school and college students, capitalists, and ethnic Chinese women. We wish you all good health, a common spirit of firm solidarity in the struggle against the Americans to save our nation, and even greater victories in the New Year
The New Year of the Horse, 1966
Liberation Women's Alliance
Saigon-Gia Dinh-Cho Lon Region
ALLIED TET LEAFLETS
One series of five JUSPAO leaflets (2913 to 2917) pictures various scenes of the Tet New Year's celebration. The leaflets are known in black and white on paper and in full color on cardboard. The five black and white versions are all identical on the front, but with a different message on the back.
Leaflet 2913 (front)
Leaflet 2913 shows a smiling wife holding a young girl while children light fireworks in the background. The text is:
Happy New Year, hoping for peace.
Leaflet 2913 (back)
The back shows a single child lighting a firecracker in a country scene. the text is:
Only through the Chieu Hoi policy will you bring unity to your family.
Leaflet 2914 is identical except for the text on the back which is:
Return to the Republic on the occasion of the new Tet and you will be able to enjoy a free and happy Tet holiday.
The back of leaflet 2915 is:
The advent of Tet is the best opportunity for all soldiers and cadre to reunite with their families.
The back of leaflet 2916 is:
Only be returning on the occasion of the new Tet can you have true happiness in the new year.
The final leaflet of the set is 2917 and has this message on the back:
Tet is the best occasion to return and bring an end to the war.
This leaflet uses the same image on the front as the back of 2913. It is orange-red and at one time I thought it must be a fake because I had not run across such a colored leaflet. Looking through old files, I found I had one, from the 7th PSYOP Group. Another oddity is that the vignette is celebrating Tet. This would normally go in a Tet article, but the information sheet says that it is for Chieu Hoi. It was printed in November 1968 to be used in the Tet 1969 campaign and titled “Testimonial #4.” We know from the title that some Hoi Chanh who has come over from the Communist side is going to talk about the Viet Cong. The Hoi Chanh's picture is at the bottom along with his rank and unit. The text on the front is:
ONLY THOUGH RETURNING DURING TET
CAN YOU REALLY BE HAPPY IN THE NEW YEAR.
The long text on the back is:
TO FRIENDS ON THE OTHER SIDE OF THE FRONTLINE #4
The “Rooster” spring is coming round in this war-torn land of Vietnam. All the so-called “ideals and theism” cannot smooth over the agonies felt in the heart of the people who live in this devastated land. You cannot continue to fight in this immoral war. Follow my example and 90,000 other comrades and find an honorable escape. The Tet spring campaign welcomes you to rejoin your families, relatives, and the people of the free south. During this Tet season I wish you happiness and good health. I hope to see you soon.
Vu Vhu Y
9th Farm Battalion 1
Since 2942 was just one of a dozen used in the Tet 1969 campaign, I will add a few more leaflets from that same campaign.
Almost all the Tet 1969 leaflets were printed two ways. One is larger with color; they are to be handed out. The one-on-one interaction is considered the best way to convince people to leave the Viet Cong. The B&W version is the standard 6 x 3-inches in size and was mass produced by the 7th PSYOP Group for aerial dissemination. This leaflet is the handout version. It measures 10 x 7-inches. It could be folded if necessary. The front depicts the boy lighting a fire cracked at the left, and at the right a Tet scene of bamboo and flowers. The back is all text, so this is a very long message. Notice there is a little "zing" about what happened to the Viet Cong in Tet 1968:
My beloved son,
A little more than a week ago, many things happened in our village. That boy Hai, Uncle Tu's son, was killed by Government soldiers when he and his two friends came into our village and enticed young people to join the Liberation Army. Mr. Sau the barber at Xom Chua hamlet was murdered by Liberation men, because they suspected him of spying for the Government. But the most tragic happening of all was the misfortune that befell Mr. Tu's family. After attending an anniversary feast in memory of his paternal grandfather, Mr. Tu, and his family rode home on an ill-fated small bus, which was blown up by mine during their return trip. Mr. Tu, his wife, and their daughter Hoa were killed instantly; while their son Do was seriously wounded and was dying. So, Hoa now has left you for good. That poor little girl Just a few days before that fatal accident she came over to help me attend to your father who was sick. She gave medicine to him and cooked our meals. She also talked with me about the marriage between you and her. But now she is dead. That's the end of everything! Everything is ruined, like the day. You abandoned our home!
Dear son, recently I have been overcome by worry and sorrow because of Hoa's death and the daily disasters caused by bombs and shells. Every time I think of you, I cannot help shedding tears. I have heard that during these days the Liberation Army suffered quite heavy casualties. The other day I went to attend talks given by some Viet Cong returnees at our village temple. That boy, Chin Them of our village was there too. They talked about the difficult life in the Liberation ranks. People there were constantly indoctrinated in endless study sessions so that they would not have time to think of their families, wives, children, friends, and their individual freedom and interests. Friends were instructed to check on one another's actions. North Vietnamese cadre and soldiers have taken over the leadership and now directly command their Southern companions. The morale of Liberation troops has weakened because of continuing setbacks and defeats. They had a slim chance of survival in the face of the modem war material used by the Government forces, and they dreaded most the giant B-52 bombers which dropped thousands of tons of bombs.
Those things were enough to scare me. They talked about many other things, but I cannot remember them. They were pale and sickly looking, as they said they lacked proper medical care. There were lightly wounded people but due to lack of proper medical services and care, became disabled for life or died. One thing they told the audience I always will remember with apprehension was about the attack on Saigon and many other cities during the Mau Tlian Tet holidays. They were repulsed, of course, and several thousands of Liberation troops were killed in battles. With the approach of the Tet holidays of this year, I am worried. Because if they order you to repeat the last Tet offensive, you'll have very little chance of survival.
My dear son, when you were still at home, on the approach of the Tet holidays, our family would be busy with a lot of work, shopping, making new clothes, tidying up the house, cleaning the ancestral altars to prepare for the Tet celebrations, while the little children played with firecrackers... During the days of Tet, the whole family would reunite and have good meals together, with nice food, wine, and all kinds of sweets. But on the last Tet holiday, our family was as sad as if there were a death in the family. Your grandmother wept when your young brothers and sisters asked her when you were coming home. Your father and I also could not hold back tears while looking at the little children. But Mr. Bay's family enjoyed a very happy Tet because his son Tu, who joined the movement 4 months before you, had rallied to the Government. He said that when he rallied nobody beat or intended to kill him, as he was told while he was in the Liberation ranks.
My dear son, I believe that you are clever enough to think over what you are doing now. In our village, many people praised you as a smart boy and your piety to your parents... I hope you will come home soon and rejoin the family during the coming Tet holidays, so that your grandmother will weep no more, your father and I will not anxiously wait for you, your younger brother and sisters will not keep asking about you, and so that the soul of your sweetheart will smile on the other world. The family is expecting you, son!
This is a short series of leaflets bearing letters from loved ones to Guerrillas. Leaflets 2906 and 2907 are Tet letters to a beloved son in the Viet Cong. Leaflet 2908 is a Tet letter from a wife to her husband in the Viet Cong. The letters are very gossipy and tell the guerrilla of all the current events in his village. The leaflets are very large at 10 x 7-inches, and depict bamboo, a flowering branch or an incense urn on the front; and a young boy lighting Tet firecrackers on the back. In each case the text tells of one or more local murders by Viet Cong agents and requests that the son return home to his family. The third leaflet mentions a battle and describes some of the dead Viet Cong. The leaflets are very wordy. Some selected text from each leaflet is:
2906 - After attending an anniversary feast in memory of his paternal grandfather, Mr. Tu and his family road home on an ill-fated small bus, which was blown up by a mine during their return trip.
2907 - Everyone believed that Vinh was dead and gone. Now Vinh is living in
Saigon(after returning to the National Government). Then all of a sudden, this fellow brought back his wife and children to wish a happy new year to retired village chairman Ong Ca The District Viet Cong command murdered your wife under the accusation that she communicated with the enemy.
2908 - I ran to the fighting area at the other end of the village. How horrible! Human skulls, bowels, arms scattered here and there, some flesh plastered on trees. There were dead by the trenches and foxholes. The air was permeated with a stinking smell and burning odor I covered my face with my trembling hands and ran home.
Australian Tet Propaganda Leaflet 073-71
Australian Leaflet 073-71 was produced on 19 January 1971 and depicts happy Vietnamese people gathering for the celebration of the Tet New Years ceremony. We see only women and children. The men are gone. The back depicts Chieu Hoi symbols and the text:
There are two groups of people who will not be spending TET in a peaceful manner: you and the people hunting you .
TET is the time of family togetherness- the time when the year that is gone is remembered, and planning for the familys future is done for the year to come.
How many TETs have you spent in the jungle?
Chieu Hoi for Tet!
The Australians planned to print another Tet leaflet. It would have been coded 059-70 and printed on 25 November 1970. For some reason, the leaflet was scrapped. The image would have depicted Viet Cong destruction during the Tet holiday and the text would have been:
Peace and Prosperity does not come from violent revolution. It comes from hard work and involvement by the people with their countrys plans and achievements; bridges, roads, market places, and housing. Once before the people of the free South witnessed wanton destruction and inexcusable murder by the communists in their attempt to destroy the homes and lands of the people. But the people drove them away and have now rebuilt the damage and we are achieving new goals in progress.
1. Peace and prosperity does not come from violent revolution
2. It comes only from hard work and involvement by the people with their countrys plans
3. More than once before, the People of Free South Vietnam witnessed violent destruction and inexcusable murder by the communists in their attempt to invade South Vietnam. But our military and people broke their attempt and have now rebuilt the damage and are achieving new goals in progress.
Letters to a Viet Cong Fighter
Leaflets 2910, 2911 and 2912 are similar to the previous three we discussed, but instead of being written to a beloved son they are written to a friend, a lover and a son. These leaflets are the standard American 6 x 3-inches in size and have either a flowering branch, bursting firecrackers or bamboo on the front and a boy lighting firecrackers on the back. Some selected text from each leaflet is:
2910 Do we fight against the Americans or do we just fight among ourselves killing our own innocent people, burning schools, hospitals, destroying bridges, exploding mines, and attacking with rockets?
2911 The voices of the leaves moving with the winds is somewhat like the noise of your footsteps when you sneaked in to see me during your last trip home the more the winter wind blows, the colder my flesh becomes, but what I fear most is the coldness in the bottom of my heart because of my great longing and love for you.
2912 I am growing old, your father is near death, your brothers and sisters are still so young. We all must rely on you for our family affairs, but now you are away. Our family has been deserted if something happens to me who will take care of the graves of your ancestors? Who will care for your garden and your home?
Another series of four Tet leaflets printed in November 1968 starts with number 2928. Each of these leaflets depicts the new life that is open for those returning to the government and a drawing of the Tet tree. Leaflet 2928 depicts a driver in an automobile and is entitled You should return to work at a new trade. Leaflet 2929 depicts carpenters and is entitled You should return to be retrained in a job for your promising life. Leaflet 2931 depicts women sewing and is entitled You should return to the South where it is warm and sunny and the wind is gentle. Leaflet 2930 above depicts a family with a bicycle. Some of the text is:
The Warm South is welcoming your Return
South Vietnam with its warm climate has welcomed many Hoi Chanh families in brotherly love. This Tet will certainly be different from the last Tet when the Hoi Chanh was suffering in the infested jungles. The Hoi Chanh is knowable to welcome the new spring with hope for a bright future, in the National Right cause.
Letters from Government or Military Officials
There are numerous leaflets from military and government leaders to the Viet Cong. I rather like the friendly persuasion of this Tet 1967 leaflet, sent from Lieutenant Colonel Tran Vai Hai, the Provincial Chief of Ben Hoa, and Chairman of the local Chieu Hoi Committee. It is a long letter on both sides of the leaflet but says in part:
Whenever spring comes around, my first thought is directed toward you, my dear friends. On the threshold of the Lunar New Year I try my best to rid myself of the thoughts and atrocities, to forget for a while all the misfortunes and the dire misery and affliction that all our compatriots have been suffering , so as to send to you all my sincere wishes for a happy New Year.
As a military man, simple in mind and pragmatic in my way of life, I can affirm that the present war stemmed from the ambitions of the Communist leaders in North Vietnam, and this war will end only when they end their plot to invade South Vietnam
Perhaps a decade after I wrote this story I received an E-mail from Philip Tran. He told me:
Your image of Leaflet 1717 is of my father after he left his command of the Airborne Division. Would you happen to have any more flyers with his picture? It is a real treat for me and my mother. I'm trying to create a fuller image of him to tell his grand-children of his legacy.
I thought he might have been killed after the Communist takeover, but I was overjoyed to hear of his escape:
My father was born in Long An South Vietnam - French Indochina in 1929. He earned his DEPSI (French High School Diploma) in 1946. After that he enrolled in the French Colonial Military as an infantry soldier. He earned his officers commission through the French. In 1955 with the transition from the State of Vietnam to the Republic of Vietnam he reapplied to Da Lat (South Vietnams West Point) so he would feel that he properly earned his commission.He was in the paratrooper division being Lieutenant General Do Cao Tri's Executive Officer in the 8th Division. He earned 4 jump wings from the French, South Vietnam, US Army, and Thailand. He was assigned to be the Province Chief of Bien Hoa from 1965 to 1968.His U.S. Advisor was Colonel (then Major) Daniel Lord Baldwin III. With Vietnamization in 1972, he was given command of the Strategics Technical Directorate (Nha Ky Thuat) from Colonel David R Presson. This was the Vietnamese counterpart to MACVSOG.
He left Bien Hoa April 28, 1975 at Tan Son Nhut before the VC bombed the airport. He traveled through Cambodia to Thailand where he left on a Chinook to Guam. He was supposed to land in Ontario, California, but Governor Brown didnt want the refugees.He was re-directred to Ft Chaffee, Arkansas, for 3 months. A family sponsored him and he moved to Garden City, Kansas, where he worked until wintertime. He moved to California in 1976 and worked as a forklift operator until retirement. He raised a family of 6 children (born after the war) and peacefully passed away in July 2014.
Here is another letter from an official to his local people. I have many of these but because of the long text, I rarely add them. This one is rather handsome so I will add it, but it is the last one I will show. This letter in support of the 1969 Tet Program was written by Tran Van Huong who at various times was the Mayor of Saigon, the Vice President under Thieu, Minister of Chieu Hoi, and the Prime Minister of Vietnam. This leaflet was hand distributed by Armed Propaganda Teams, Revolutionary Development Cadre, the Vietnamese Information Service, POLWAR, military and para-military forces. The 7th PSYOP Group also printed a version for aerial distribution. The text of the first three paragraphs is:
REPUBLIC OF VIETNAM PRIME MINISTER'S SPRING LETTER TO SOLDIERS AND CADRES ON THE OTHER SIDE OF THE FRONTLINE.
Spring is again coming to our war-torn Vietnam! Despite the extensive destruction and desolation caused by warfare, the coming of the Springtide has stirred in us a hope for the return of peace to our country.
The Tet holidays are a sacred occasion in our people's customs and traditions. It is on this occasion we find our feelings coming closer than ever, being the offspring of the same race, and inheriting the same blood. In these transition hours of a new year while the air is filled with the smoke of joss-stick and incense, I am thinking of you with a sincere heart, sharing your deep feelings about the occasion. I believe that every time when the Spring comes, you, as
well as I, all wish for an early end to this war so that everybody may enjoy peace and happiness.
Dear friends, the Communists have enchanted you with their doctrine of "Socialist Paradise," prodding you to participate in the "Liberation" drive; but in fact, they are sending you to fight a hopeless war for the sole purpose of experimenting their doctrine. However, they will never succeed in achieving their goal because the Republic of Vietnam Armed Forces are becoming increasingly more powerful with the help of many countries in the Free World...
Welcome to Ben Hoa
I scanned a high resolution picture of my leaflet featuring his father and mailed it to son Philip. In return he sent me this 1967 leaflet that was prepared as a Welcome Guide to Ben Hoa signed by his father welcoming U.S. troops to his province in Viet Nam.
There are a series of leaflets that are called Tet testimonials. Each of them has the same image on the back of a child lighting fireworks, but on the front there is a letter to the Viet Cong from a former guerrilla who has gone Hoi Chanh. My records show that leaflet 2939 is from Phan Van Xuong (Deputy Commander, Quyet Thang Regiment); leaflet 2940 is from Phan Viet Dung (Commander, Regiment Q165); leaflet 2941 is from Vu Nhu Y, leaflet 2943 is from Nguyen Van Minh; and leaflet 2945 is from Le Van Lap (Company Political Officer). I am missing some sheets so I assume that all seven leaflets from 2939 to 2945 are testimonials.
Leaflet 2939 (front)
Leaflet 2939 (back)
This leaflet depicts Phan Van Xuong, Deputy Commander of the Quyet Thang Regiment. The text is:
The coming of the Ky Dau Tet holidays in war-torn Vietnam has made me think of you, my former comrades and brothers in arms who are still suffering countless hardships and humiliation.
I was an officer in the Communist Army for 23 years. Being patriotic and eager to fight the French colonialists, I regrouped to the North in response to the call of the Party. Later, I returned to "liberate" the south. But in fact, I only spread more death and destruction to the people. The Communists deceived and manipulated us like a machine. For this, I and 150 other soldiers from the Quyet Thang Regiment decided to rally to the National Cause.
On the coming of the Tet I sincerely wish you who still remain on the other side, good health, and the courage to respond to the call of compassion and return to the free South during the days of this Tet holiday.
I hope to meet you soon.
By pure coincidence I read a Vietnamese translation of this leaflet decades later. Vietnamese is such a beautiful language. Notice the difference in vision and contrast between the American and the Vietnamese translation:
The Earth Rooster Tet has come to the dolorous South Vietnam. It makes me think of you, my former brother-in-arms and comrades still on the other side of the front line, suffering from copious disgrace and torment.
As an officer with 23 years of service in the Communist Army, full of patriotism against French colonialism, a regroupee from the South to the North, I answered the call of the Party to return to "liberate" the South. In reality, I only brought more destruction and misery to my people, with foreigners being the only beneficiaries. The Communists lied to us and exploited us like machines. Therefore I, together with 150 fellows from the Quyet Thang regiment decided to return.
Spring has come. I sincerely wish you, my friends still on the other side of the front line, health and courage to heed the call of love to return to the free South, in these spring days of this "Homeland Spring" operation.
I am looking forward to meeting you promptly,
The 1968 booklet Communicating with Vietnamese Through Leaflets, Field Development Division, Office of Plans and Policy, JUSPAO, says about testimonials:
The Hoi Chanh should write his own leaflet The Hoi Chanh should sign his testimonial. A food, clear photo of the author should be included Do not write the testimonial for the Hoi Chanh. A version written by a U.S. PSYOP officer or a Chieu Hoi cadre man probably will be recognized as bogus. It is permissible to suggest themes to the returnees, but the language must be his own. The best approach is for the Hoi Chanh to address his letter specifically to his former unit and address some of his former comrades by name.
Leaflet 2943 (front)
Leaflet 2943 is listed as testimonial number 5 and was developed in November 1968 at the bidding of the Chieu Hoi Ministry. It was meant to be hand-disseminated, and the 7th PSYOP Group was tasked with making additional leaflets to be airdropped. Some of the text from Nguyen Van Minh is:
Another Tet is coming. We will be one year older and probably all of us expect a peaceful Tet for our people. Lets review what we have done in the past year During the last Tet holiday; the general offensive spoiled the peoples celebration of the sacred occasion. Do you believe that the Communists are fighting for the peoples interests or are they just killing the people? On the coming of Tet, the Chieu Hoi Ministry has initiated a nation-wide Tet campaign to stretch out their welcoming arms to you.
This leaflet was prepared by the 10th PSYOP Battalion on 1 February 1969 and targets the population of Long Toan District. 5000 copies of the District Chiefs letter were prepared in both Cambodian and Vietnamese. Some of the text is:
My Dear Friends,
Spring is coming and all civilians and soldiers are endeavoring to pacify and build up the villages and hamlets. They hope peace is restored soon so the people can enjoy a happy New Year, which is the custom of our people. Where will you be during the coming Tet, in the ranks of the Viet Cong? Dont you think that your family is waiting for you to return for Tet?
This leaflet was developed on 20 January 1973 to inform the North Vietnamese troops of the imminent ceasefire. I chose it because of the intricate Tet design. It is in the letters section because the back of the leaflet is a song sheet with the title LETTER TO THE FRONT.
The TET Celebration
Leaflet SP-2244 emphasizes that a former Viet Cong who comes back to the Government of Vietnam can enjoy the Tet holiday with his family and friends. According to PSYOP records 20,000,000 of these leaflets were prepared in December 1967 and sent to Da Nang, Nha Trang, Plei Ku, Bien Hoa and Can Tho. The text on the front is:
Your family will be very sad if you are not home for the Tet Season. We urge you to return and enjoy Tet and a Happy New Year with your family. The newly elected Government will welcome you through its Chieu Hoi Program.
Text on the back of the leaflet is:
The former Viet Cong shown above are enjoying a Tet meal at a
. As Tet is coming everybody wants to eat good food, to be reunited with the family, friends, and live a happy life in a secure area of the Government of Chieu Hoi Center . Your family needs you and sincerely hopes that you will return to your parents and wife and children. Tet will lack its meaning and your family will be sad if you are not at home. The Chieu Hoi Program of the Government offers you a way back to the Great Nation's Family and to full citizenship. Vietnam
15 million copies of leaflet SP2267 (Soldiers of the NVA) were printed in November 1967 for the Tet 1968 campaign. The text is:
TO THE NORTH VIETNAMESE SOLDIERS
Tet of the year of the Monkey is coming. This year your family has missed one son, one husband and one father, because you are living in silence in the deep mountains and jungles in the South. You are forced to plunge into a desperate war which has lasted for a long time. Who takes care of your old mother, your innocent wife, your little children, if unfortunately, you are killed by an unpredictable bullet?
On the occasion of the coming spring, the people of the Free South are reunified with their families. You have to live alone, far from your family and your native village in the North. When can you enjoy a really peaceful Tet? If you still think of your family on this occasion of Tet, return here. Firstly, you can enjoy, together with the South Vietnamese people, Tet with the affection of the people, and secondly, you have a chance to see your family again when the war comes to the end.
You ought to live to serve the Fatherland, the People and family. The people in the Free South hope that you will make a wise decision and return as soon as possible.
There are numerous other Tet leaflets that we do not depict. For instance, PSYOP records indicate that 20 million copies of SP-2255 (Your family is waiting), 20 million copies of SP2265 (Letter from family), 14 million copies of SP-2266 (Good Treatment) and 2273 (To The Soldiers In the Ranks of the NVN People's Army) were all prepared for the 1968 Tet campaign.
Other records from JUSPAO state that just about all the leaflets from 2244 to 2273 were prepared for Tet 1968; some with additional Chieu Hoi themes. JUSPAO Guidance for Conduct of the 1968 Tet/Chieu Hoi campaign adds:
The 1967 Tet/Chieu Hoi Campaign was such a marked success that a comparable campaign will be conducted during 1968 in conjunction with the Vietnamese Tet Season. The more than 100% increase in ralliers during the 1967 Campaign period compared with previous monthly averages is evidence of the effectiveness of last year's program. In 1968, the Tet season extends from 30 January through 2 February but the Campaign will run from 1 January through 21 March. The Tet holiday period is the most important Vietnamese holiday, and by custom is more sacred and sentimental that the marriage day.
Media used will be: leaflets, both air-dropped and hand distributed by civilians, military, RF /PF, police, RD Teams, and Armed Propaganda Teams; Saigon and affiliated radio stations; VOA and VOF; all TV media; stationary and mobile loudspeakers, (ground, water and air borne); provincial newspapers; district and other news bulletins; other suitable printed media; face--to-face contacts; hoi chanh letters; drama teams; films; and where feasible, public meetings and gatherings. The GPWD plan calls for the printing of 40,000,000 leaflets.
War History Online Mentions Tet 1967 in Open Arms, Closed Minds and Eyes: Chieu Hoi, PSYOP, and the Intelligence Failures in the 1968 TET Offensive:
Everyone involved in the effort prepared for an ambitious campaign in 1967 in which the number of Hoi Chanhs would top the 1966 figure. Privately, US officials in Saigon and Washington hoped for a 1967 Chieu Hoi figure nearly five times higher than that. They predicted their efforts might siphon 95,000 soldiers from the ranks of the Viet Cong. JUSPAO again threw itself into the effort, doubling the time it spent on the campaign from two weeks to a month. 300 million leaflets, two thousand different taped appeals and a variety of radio and television broadcasts were prepared. By the end of February, 1967, officials estimated they had brought in over 2,900 Hoi Chanh. JUSPAO extended the campaign into March; dropping 87 million leaflets and an additional 27 million safe conduct passes. That netted an additional 5,567 ralliers. JUSPAOs own calculations pegged the first quarter total at just over 9,700.
This leaflet depicts happy Vietnamese celebrating Tet in a prisoner-of-war camp. The text on the front and back is:
SPRING COMES TO A PRISONER-OF-WAR CAMP
Although being far from their family when Tet comes, prisoners-of-war are free to welcome the new spring. The traditional customs of the people once more is performed. Though there is no wine, firecrackers or rice cakes, prisoners-of-war are joyful as they greet a new spring by their smiles and believe in the day of reunion with their families.
Tet within Prisoner of war camps is a temporarily peaceful Tet. The Government of Vietnam understands the home sickness of POWs so it has provided a lot of food for the prisoners of war to enjoy during Tet. Though it is not the peaceful atmosphere of the family during Tet, it is being free to welcome Tet even in a prisoner-of-war camp.
Leaflet 68A and 68B
This image was used more than once. I have seen it several times. One of the leaflets was printed for dropping over North Vietnam as leaflet 68. Leaflet 68 consists of a group of seven leaflets coded 68A through 68G. Each of the leaflets is pictorial with a photograph of happy North Vietnamese troops about to be sent home at their request on 3 February 1967. The back of each leaflet has a list of 28 prisoners-of-war being sent home. The message on the front is similar in each leaflet, all starting with the prisoners being held in Pleiku, and end with a brief explanation of the scene depicted: A - POWs decorate their barracks for Tet; B - An art performance for Tet; C - Indulging in their painting hobby, D - POW football team is congratulated by the camp commander, E - POWs show off their physical fitness; F - Entertaining the prisoners on Tet, G - and a Cultural show on Tet.
The text on leaflet 68A is Prisoners-of-war Camp in Pleiku, Republic of Vietnam, February 1967, North Vietnamese prisoners-of-war decorate their barracks for Tet.
The text on leaflet 68B is Prisoners-of-war Camp in Pleiku, Republic of Vietnam, February 1967, North Vietnamese prisoners-of-war give an art performance on Tet.
The back of the leaflets describes 28 prisoners who have been released, their names and locations of their homes.
The original U.S. Photograph used on leaflet 2971
The official caption of this photograph is "North Vietnamese prisoners-of-war decorate the hut where they live to celebrate Tet 1966."
This leaflet depicts a lonely Viet Cong in the bush thinking of his family at home. The text is:
An image of a North Vietnamese soldier grieving in spring while separated from his family during Tet.
The back is all text, and I will translate just a few of the seven long sentences (edited for brevity):
How many springs have elapsed since you were taken away from your families and unable to enjoy Tet with your loved ones?
Have you received Tet greetings from your wife, sons, or other relatives on this traditional holiday?
Will a time come when you are able to rejoin your families and enjoy Tet with your relatives?
Indeed, it may, but will you survive until then? Or will your bodies already be buried in the somewhere in the wilderness?
There is one alternative left to you. Break with the Communists and go over to the people of Free Vietnam.
This leaflet was printed in December 1971. It was called "New Year Greetings," and the theme was "South Vietnamese people enjoy Tet." It was dropped along the Ho Chi Minh Trail and the Rice River. Its purpose was to induce nostalgia and undermine morale. As in many cases, MACV J3 sent out eight glossy prints so that each company or battalion could print their own version. The front depicts a peach blossom branch and the text:
New Year Greetings
The back depicts happy Vietnamese people purchasing Tet flowers in the marketplace. The text is:
Compatriots enjoying shopping for Tet
There are a large group of leaflets between 4587 and 4599 that are sentimental in nature, each showing a drawing of a happy Vietnam scene with children, water buffalo, homes, or holiday tables. They each have some added color, usually blue, green or red. Many of them have text in the form of a short poem. The theme is generally "Home before the Tet Holidays." We will depict a few here.
This leaflet depicts a young boy on a buffalo near his village on one side and a Tet celebration scene on the other. Some of the text is:
Within 60 days of the cease-fire agreement signing, all American forces will be withdrawn from Vietnam. The soldiers of North Vietnam can return home long before the Tet Year of the Buffalo. This will be the happiest Tet in memory.
Firecrackers explode one after the other,
on the alter, the feast tray has already been set up.
My mother is already lighting up the spiral incense,
and arranging a peach of a five-fruit tray.
My big brother cuts the cooked port pie.
This leaflet depicts a buffalo on one side and a Tet holiday table on the other. One side has the same statement about American troops leaving after a peace agreement is signed, the other has a short poem:
My village lies beside the riverbank,
the red earth path borders the blue water.
At the entrance to hamlets of thatched houses,
the bamboo has swayed rhythmically for years.
This leaflet was prepared on 10 November 1972 and is entitled: Plan for Tet Quy Suu (Year of the Buffalo). It depicts children lighting Tet fireworks on the front and a boy leading a buffalo on the back. It mentions the coming ceasefire and how the North Vietnamese troops will soon be returning home. It says in part:
The leadership of North Vietnam and the United States has agreed to the terms of a cease fire as proposed by President Nixon on 8 May The North Vietnamese soldiers in Laos and Cambodia should be home soon, long before Tet Quy Suu. Ask the Communist Party cadre when your loved ones will be returning home begin planning for the happiest Tet in memory.
Leaflet 4604 was developed on 10 November 1972 and designed to portray the traditional Tet sentiment on the first morning of the holiday including burning incense and a tray of fruit. Some of the text is:
THE FIRST MORNING OF TET
Firecrackers explode one after another, on the altar the feast tray has already been set up. My mother is lighting the spiral incense, and arranging a peach on a five-fruit tray. My big brother cuts the cooked pork pie. Long before spring and well in time for Tet, you should be with your loved ones. Within 60 days of the signing of the peace agreement all American and Korean forces will be withdrawn from Vietnam. The soldiers of the north can return home.
This leaflet depicts a banyan tree and a temple on the front. A buffalo is depicted at the bottom of the leaflet because the coming year is the year of the Buffalo. Some of the text is:
In my village there is rice and mulberry there is a banyan tree and a temple roof, There are flocks of pretty, graceful country girls. In autumn, there are village festivals. In the spring, crowds of children play with swings. Long before spring and well in time for Tet, you should be with your loved ones. Within 60 days of the signing of the peace agreement all American and Korean forces will be withdrawn from Vietnam.
This leaflet talks about the Northern soldiers being home before Tet. It starts with a poem and follows up with a text message:
Home before Tet
Do you remember the lines from this poem?
My village lies beside the river bank
At the entrance to hamlets of thatched houses
The bamboo has swayed rhythmically for years.
The people of all Vietnam are touched by these words of home. This peaceful scene is about to become a reality. Within 60 days of the signing of the cease fire agreement, all American forces will leave Vietnam. The soldiers of the North will be home long before Tet of the Year of the Buffalo.
This leaflet uses the theme of the TET holidays to entice the enemy to return home or seek refuge in Laos. The image depicts a happy and prosperous family celebrating the TET holidays. The back is all text and says:
To all North Vietnamese fighters:
Spring has returned. This is a time when you should be enjoying the happiness of family reunion in the North. Instead, you are walking through hostile jungles and mountains on foreign soil.
What has led you to this life of hardship? It is because you have been lured by the Party into believing that the South is in need of Liberation by the North. In reality, the South is living in prosperity. Your comrades have turned it into a sea of fiery war with consequences reaching all the way to the North. Your southern compatriots do not wish to be liberated by the North; they only wish to live in peace.
You can end this war and your hardships by choosing a cease-fire of your own. Deny the Party the use of your person as a tool to impose Party rule on South Vietnam.
Quit the Communist ranks, return to your homes, seek refuge with the Royal Lao Government, or, if you reach South Vietnamese territory, take the opportunity to rally to the Government of the Republic of Vietnam. This is the safest way to end the war and you hardships.
From Ho Chi Minh Trail
Leaflet T-86 was dropped along the Ho Chi Minh trail on North Vietnamese troops as they marched south. It uses the Tet Lunar New Year as its theme. The leaflet depicts a flowering branch on the front and the text:
Best wishes for the New Year.
The back of the leaflet depicts a peaceful homestead by a quiet pool. The text is:
When do you expect to return to your native village?
Leaflet SP-2248 depicts a Viet Cong guerrilla who has returned home to his family and is holding his child. At the bottom of the leaflet various Tet celebrations are depicted. The leaflet text on the front is:
New Year's Greetings. On Tet
Holiday, you will return to your hometown (or village) to look for your loved ones. They are waiting for you. After reuniting with your family, you can respond to the Chieu Hoi Policy of the Government of because it brings you many benefits. Vietnam
Many of the leaflets dropped over North Vietnam mention the Tet holidays. They can be identified by their low numbers, from 1 to 151. This leaflet bears the photographs of 28 North Vietnamese soldiers who were captured in North Vietnam and released to return to the North in time to spend the holidays with their families. Some of the text is:
HOME FOR TET
The Government of the Republic of Vietnam, with its humane policy and based on a compatriots' empathy, has released a number of North Vietnamese prisoners of war so they can join their families in the North to celebrate Tet. Twenty-eight prisoners of war below were members of the invading North Vietnamese forces and captured during battles in the South. On February 3, 1967 they crossed the bridge on the Ben Hai River to return to the North.
On friend remarked:
We had sort of the same thing going on in Iraq. There were prisoners that would be released before Ramadan.
Leaflet 89 is in the red and gold colors of the flag of the Republic of Vietnam. It is one of the leaflets dropped on North Vietnam during that campaign. PSYOP records indicate that 25 million copies of this leaflet were printed in January 1968 and forwarded to Saigon, Pleiku, Bien Hoa and Can Tho. The leaflet says on the front:
NEW SPRING GREETINGS
The message on the back is:
On this return of spring, the compatriots of South Vietnam sincerely wish their northern compatriots to see the Communist Party soon abandon its ambitions to dominate the South, so that they can welcome back to their reunited families their husbands, sons and brothers now fighting in the South.
15,000,000 copies of Leaflet 89 were ordered in November 1967 and 11 million of these leaflets were dropped on Cambodia.
Chieu Hoi leaflets were particularly powerful during the Tet holidays when most Vietnamese people wanted to be home to celebrate with the family. The next two Chieu Hit leaflets are from the same series and depict the Chieu Hoi symbol on their backs. The first bears a standard Chieu Hoi message while the second is a letter from a Hoi Chanh. I will only mention the front here because Tet is a time of color and new birth. The leaflets in this series all show beautiful flowers, a symbol of spring and new life to the Vietnamese, and something they might save and carry just for the beauty of the image.
Please come back here to enjoy a warm and happy Tet with your compatriots.
Your southern compatriots are living an abundant and prosperous life.
Come back here to enjoy a peaceful and happy life.
Tet Song Booklets
The Song of Spring
100,000 of these song booklets coded SP-1640 targeting the Viet Cong were printed on 23 December 1965. As might be expected the main theme is that Tet is coming and shouldnt you be home with your loving families. The text of the first stanza is:
SPRING IN VIET NAM
Spring is coming.
Nature everywhere becomes fresh and flourishing.
Spring is coming in on beams of hopeful light.
Birds are singing in the sun-lit branches
while people greet the new season in warm friendship.
In the New Year, let us plant progress in our rich soil
so that flowers may blossom throughout the land.
As spring comes to Viet Nam, this message comes to you,
oh, my lover,
to return home quickly, to enjoy our festival of Tet.
The Waiting Spring
This song sheet coded 2951 and 2591A was developed in November 1968 in two formats. One version has the image on the front and the song on the back. The second is folded into two pages and the song appears much larger in the entire unfolded center. The song asks the Viet Cong to return to the Right Cause during Tet. It was broadcast over the radio and loudspeakers. The image on the front depicts a child running to welcome her father home, back from the Viet Cong to take his rightful place in society. The song is in the form of a tango and some of the lyrics are:
Spring is coming with all it beautiful color and hues.
But the shadow of the man who departed years ago is nowhere in sight.
He abandoned his village for the cause of struggle, and has strayed into a gloomy world.
He lives in agonies and sorrows.
O men who came to liberate last spring, you have sown hatred and illness among the people.
The marks of destruction from the last spring are still there, how can you not awake?
Come back here for the spring will bring you love.
O misled ones, come back to reconstruct the South.
The Spring Letter
The 8-page song booklet depicts a Vietnamese woman mailing her husband a letter during the 1969 Tet holiday. The booklet was printed November 1968 and coded 2952. It targeted friends and relatives of the Viet Cong as well as the guerrillas themselves, using radio and loud speaker broadcasts. It was designed to be handed out by Armed Propaganda teams, and other U.S. and Vietnamese organizations. A mass printing of this booklet for airdrop was to be prepared by the 7th PSYOP Group. The letter is depicted inside and says in part:
Do you remember the day we met? Our country was peaceful without the ravage of warfare. We married and hoped to enjoy our eternal dreams. You abandoned our native village and broke our conjugal bond. O my man, where are you now? You have been deprived of family warmth and the happiness of spring for so long. Come back here to rebuild our love of the former wonderful days. The country is awaiting you.
The remaining pages contain sentimental songs regarding the Tet holiday.
Other song booklets include SP-2256, SP- 2379, and SP-2380. I add the first stanza of the Tet song from leaflet SP-2256:
I clearly remember I bade you farewell at the gate of the bamboo hedge
Tears flowed out of my eyelids
I recall the day when spring came round with cool breezes that soothe our hearts!
We united in the same home: wife, husband, father, and children were then waiting for the arrival the spring princess amidst the delightful atmosphere and finest blossoms of myriad hues that showed up
Song Sheet - SP-1665
100,000 copies of this song sheet were printed on 9 January 1967. The booklet contained modern music, traditional music, some poems, and some speech. One of the songs was:
SPRING IN THE LAND OF VIET NAM
By Thai Toan
Everywhere there is a celebration for Spring has arrived.
Mountains and rivers are brightened with a thousand lights.
Birds are chirping happily on tree branches, greeting the Spring.
People exchange greetings and celebrate the Spring without sparing efforts in reconstructing the Republic.
Thousands of flowers pleasantly welcome the omnipresent Spring.
Those who are away, come back here to build a new life and bring peace to the villages.
Tet Song Leaflets
VNT-5 - Tet Song Number 1
The Vietnamese loved music so we depict two song leaflets, fairly similar in looks. Both have black text on a leaflet with a different color on the front and back. Both are 5 x 3 inches in size. The lyrics of the first song are:
Oh, since the day you left,
Leaving behind your wife, your mother and young children.
Oh, what dream are you making?
Dreaming of the success of the victorious Communists?
Oh, my darling, don't complain.
I was then intoxicated by patriotism.
Oh, I'll leave the Communist rebels,
And return to your side.
VNT-6 - Tet Song Number 2
I drain my tears crying for you.
Oh, when can we be together again?
When will you awake to the vicious schemes and return to me?
Oh, the Chieu Hoi bell is ringing.
Why not leave the cruel Communists?
Oh, my darling I am coming home.
Open the door quickly my love.
Oh, now we are in happy reunion
My future is bright after rallying to the just cause.
We may now renew our oath.
A Tet Diary
400,000 copies of this Tet Diary, coded 3033, were prepared by JUSPAO, printed in Manila, and aimed at the Viet Cong and their families for the 1967 Tet campaign. It was designed as a Tet keepsake, a year-long diary with appropriate Chieu Hoi messages.
It contains a Pocket calendar with blank pages for a personal diary comments, slogans emphasizing Chieu Hoi (and the amnesty program) and Love and the Right Cause - Avoid hatred. Other articles explain the Government's Chieu Hoi policy and list the benefits that await the returnee, including medical aid, education and job training. It is pointed out that the returnee is entitled to full rights as a citizen of the Republic of Vietnam.
The final article recounts the progress made by the Chieu Hoi program during the past year, including the total number of returnees received, quantity of arms delivered by the returnees, arms and supply caches uncovered with the help of returnees, and mention all the high-ranking officers and cadre who have joined the ranks of returnees.
Leaflet # SP-2247 was developed in October 1967. The designation of the leaflet is Your Family Needs You. The translation for the leaflet is:
Happy New Year, Your family needs you. Your government needs your cooperation. Tet is the time for you to start a new life. Return to your family through the Chieu Hoi Program of the Government of
. Rewards will be promptly paid for weapons you return. Vietnam
The back side of the leaflet gives rates of rewards for weapons brought back by returnees.
The Vietnamese loved poetry and there are a great number of leaflets that bear poems, usually mentioning home, loneliness and the family. The leaflet depicts flowering branches and birds on the front. The back bear a Tet Poem meant to encourage the Viet Cong in the field to return home. Some of the text on the back is:
Do you remember that today is Tet, The only happy day of the year?
But you are away.
Your wife is yearning for a sight of you, and your children are burning to see you.
Our cozy home feels cold and lifeless as ashes in a burnt-out oven.
This leaflet was prepared by the 8th PSYOP Battalion in Nha Trang in 1968. 300,000 leaflets were requested by the PSYOP Adviser in Phu Yen to cause nostalgia, home-sickness and a drop in morale among the NVA and VC. The front of the leaflet looks like a standard Tet greeting card and depicts a young woman near a flowering tree. The text on the front is:
Best wishes for a Happy New Year
There is a long poem on the back and I will just quote a few lines:
You have followed the Viet Cong since that year
Hamlets and villages were forgotten under evening sunshine
You have been gone about 10 years
Previously, my tears soaked through a dream pillow
I feel I am alone and my soul is cold
Return to enjoy life
Come back for a charming and deep love
As anyone else, we need a son to carry in our hands
One of the more interesting PSYOP campaigns supported by the 7th PSYOP Battalion was Operation Searchlight. It was launched in Military Region I and was designed to influence enemy soldiers to defect during the Tet truce period of 1970 - 1971. Giant searchlights were aimed at the sky and the enemy urged to follow the beam to the searchlight where they could safely surrender. It was not a success and there is no record of defectors at any of the 22 searchlight sites. The above leaflet was prepared by the 7th PSYOP Battalion for Operation Searchlight. It depicts a pair of searchlights aimed skyward and the Chieu Hoi Symbol. The text is:
During the cease fire period of Tan Hoi New Year, all
United States, , and other Allied bases will turn on their searchlight at night. The searchlight will help you to find freedom. Move toward the direction of light, hide your weapon and wait until the daylight to rally. When getting close to the Government of Vietnam or Allied units, shout aloud CHIEU HOI. You will be welcomes and receive good treatment. Guide the Government of Vietnam or Allied forces to recover your weapon for a reward. Vietnam
MOVE TO THE SEARCHLIGHT
DO NOT LET YOURSELF GET KILLED IN THE DARK
The 7th PSYOP Battalion took part in this Tet-related program again in 1971, this time the name being changed to Light of Freedom. From 13 to 17 January leaflets, posters, handbills and tapes were distributed to military organizations and province headquarters. From 19 to 29 January, all U.S. and Vietnamese media supported the campaign. From 26 to 29 January, selected searchlights were turned on so that the VC could rally to Allied forces. The 7th Battalion distributed 6,000,000 leaflets. 150,000 handbills, 17,000 posters and broadcast for 28 hours.
Before we end this look at the Tet propaganda campaign we should point out that it was not universally admired. For example, Robert J. Kodosky believes that much of what the
United Statesdid in was incorrect and guided by a lack of understanding of the Vietnamese culture. In regard to the Tet PSYOP campaign he says in Psychological Operations American Style the Joint United States Public Affairs Office, Vietnam and Beyond: Lexington Books, Lanham, MD, 2007: Vietnam
PSYOP intelligence in
not only suffered from understaffing, it generated a product skewered toward the national level. All the analysts it possessed worked in Vietnam Saigon. None operated at the Corps, Division, or Sector level. The situation resulted in generalized products of marginal utility
For example, one Provincial PSYOP Officer reported that a nationally generated TET campaign did not really have much pertinence in
. During the campaign, over four million leaflets rained from the sky over Dar Lac Province . The official pointed out that although Tet is a celebration of ethnic Vietnamese who are concentrated in the lowland coastal areas of Vietnam, and only the towns of the highland areas the leaflet, he continued, proved valueless when used against the non-ethnic tribes of Dar Lac. They do not celebrate TET. Dar Lac Province
To give an example of the amount of Tet propaganda that was manufactured we just need to look at the 1970 Monthly PSYOP Report. Remember, this is just one unit in one of 4 combat zones:
The Combined Psychological Operations Center in Zone IV concluded its Tet propaganda production and dissemination. The Center developed 8 leaflets, 2 tapes, 2 posters, 1 Tet stationery pattern, 2 Tet greeting cards and 3 Province Chief Tet letters. In addition, 22 plates (bearing 19 Tet messages and one greeting card and 2 Tet magazines) were produced for printing at local levels. The Media Dissemination Section distributed over 10 million Tet leaflets which were dropped from U.S. and Vietnamese aircraft.
After the Premeditated Tet Attack
Republic of Vietnam soldiers search for Viet Cong snipers hiding in buildings after the attack during the Tet truce period was put down. As all Vietnam celebrated Tet 1968 (The Year of the Monkey), the Viet Cong attacked hamlets, villages and cities throughout the country killing thousands of civilians and leaving hundreds of thousands homeless. The banner overhead proclaims the Happy New Year.
I suspect it is impossible for any military veteran to mention Tet without immediately thinking of the infamous Communist attack during the Tet ceasefire of 1968. This sneak attack by the Viet Cong and North Vietnamese Army was a great victory for the
and there are reports of as many as 34,000 Viet Cong being killed during the fighting. The number of Republicof Vietnam killed is still in doubt. In the movie The Siege at Firebase Gloria, the narrator says at the end: Communist troops
In the four months of the Tet offensive, the Viet Cong lost 55,000 men. After that the Viet Cong ceased to exist as an independent fighting force and
took control of the war. Hanoi
After the disastrous Viet Cong losses during Tet 1968, the Allies prepared a number of leaflets that mentioned the deaths, wounded and those who surrendered. This leaflet depicts former Viet Cong Political Officer Tran Van Dao and says in part:
In their attack during Tet, the Viet Cong were heavily defeated, but the leaders considered it their biggest victory. The reality, militarily they could not occupy and control any objective of any significant region. Politically, because of their miscalculations, people did not answer their call to rise and did not support or rise up as they were expected to. On the contrary, people clearly saw their cruel and wicked scheme and only hated them more. They also miscalculated the power of the Army of
and the Allied forces, considering them to be physically and morally weak. But, through the repeated waves of counter-attacks they have been defeated everywhere and suffered heavy casualties, losing many human lives and much ammunition. Their soldiers are now demoralized and terrified and all their hiding places are leveled. They suffer privations and their lives are threatened by constant bombings. Vietnam
More than 80,000 communist troops struck more than 100 towns and cities in South Vietnam, including 36 of 44 provincial capitals during the 1968 Tet truce. According to the Tactical Department, General Staff, North Vietnamese Army, document No. 1103, dated February 14, 1969 these were the combined losses of the Tet offensive in the whole South of Vietnam:
Killed in action: 44,824; Wounded: 61,267; Missing in action: 4,511; Captured: 912; Lost their contact with the units: 1,265; Deserted: 10,099; and Surrendered: 416.
This March 1968 leaflet was prepared to show how the Government of Vietnam was working to help those citizens whose lives had been severely affected by the Viet Cong attacks during Tet 1968. The front shows large caches of rice that had been moved to Saigon to feed the local populace. The writers of the leaflet also threw in compliments for the Rural Development (RD) cadre and a request for mutual love and unity. The RD, formed in 1965 and organized into paramilitary groups, was charged with motivating and organizing the local population to assume their own self-defense and to raise the living standards of the villages. The RD teams grew to a peak of 47,000 men during the war and were used to strengthen the government and assist in self-help projects. The text on the front is:
The Civic Action RD Teams distribute rice to the victims of the Viet Cong offensive during Tet.
The back is all text and says in part:
Facing the suffering and devastation caused by the Viet Cong in the Capital, RD Cadres are determined to destroy the inhumane Communists, and secure peace and a normal life for the people in the Capital
RD Cadres are the children, brothers or sisters of the people. The purpose of their presence is to serve the people. We can only destroy the Communists and relieve the suffering of the people by consolidating the mutual love and understanding the unity between the people, the soldiers and the cadres.
The minds of the people are still haunted with death, devastation and killing scenes that recently occurred in the Capital. When will we be able to destroy the Communists if we dont have the mutual love and unity of spirit that will help unite all classes of people
The Viet Cong struck during the most sacred Vietnamese holiday while many South Vietnamese troops were on leave. Initially the attacks took the South Vietnamese and Americans by surprise, but they were beaten back by the ARVN and the Americans, inflicting massive casualties on the Viet Cong. The Viet Cong expected the Vietnamese people to rise up and support them and this did not happen. In fact, for all intents and purposes the Viet Cong were destroyed in 1968.
Some North Vietnamese have blamed their Chinese advisors for the defeat, claiming that Mao believed that
was ready to enter the third stage of warfare and encouraged the Viet Cong to take the field like a conventional army. Maos three stages are: Vietnam
The first stage is mobilizing and organizing the peasantry.
The second stage is setting up rural base areas and increasing coordination among the guerrilla organizations.
The third stage is when the guerillas come out of the jungle and transition to conventional warfare.
The Chinese allegedly recommended that instead of clandestinely taking part in small terrorist attacks, the Viet Cong take the field in large units to fight the Government and American forces, believing that the Vietnamese people would rise up and join them. They were wrong. I have heard some North Vietnamese say that after Tet the Chinese advisors lost face and credibility.
After the Tet battle the 6th PSYOP Battalion quickly prepared this hand-drawn leaflet showing two beaten North Vietnamese soldiers returning to their jungle lairs. This is a tactical leaflet aimed specifically to the 327 Company of the North Vietnamese Army. 100,000 copies were requested by the
9th Army Division, printed and distributed in March 1968. Text on the front is: U.S.
Your situation is hopeless
Some of the text on the back is:
Soldiers of the 327th North Vietnamese Army Company;
The general offensive is a complete failure. It is not your fault. It is the fault of your leaders and the Peoples Revolutionary Committee.
You were told that you would be welcomed as heroes, but the people of
have rejected you completely. South Vietnam
There was no general uprising. Instead of liberating the people, your leaders forced you to steal from them. Now you are alone in the Can Giouc District, your wives and families far away
The 10th PSYOP Battalion prepared a leaflet showing a distraught Vietnamese boy squatting near the bodies of his dead or injured family in Hamlet 7, An-Truong Village. This was a different use of the Tet theme, almost ironic and sarcastic in nature. Some of the text is:
The Viet Cong offer the peoples dead bodies as Tet donations to the Communist Party.
There were 11 children, 16 men and women killed tragically, and 35 others wounded in their beds. These people have been making their living by peddling in the market The VC were very angry and didnt hesitate to detonate a mine killing dozens of innocent families. Their bodies were used as Tet donations to the Communist party .
The Remains of Civilian Dead at Hue
This official propaganda photograph was released by the Republic of Vietnam Armed Forces Political Warfare Directorate and depicts the Americans and Vietnamese searching for remains of the dead at Da Mai Brook, Hue.
The city of
was attacked by ten NVA battalions and six Viet Cong battalions and almost completely overrun. Thousands of civilians believed to be potentially hostile to Communist control, including government officials, religious figures, and expatriate residents, were executed in what became known as the Massacre at Hue . Lasting 26 days, Hue was one of the longest and bloodiest single battles of the Vietnam War. The extent of the massacre of civilians by the Communists was only realized over the following months and years, with the last mass graves being found in 1970. Approximately 2,800 bodies were found, and another 2,000 persons were missing Hue
The Bodies of Vietnamese Civilians Murdered by the Viet Cong in Hue
The battle of
was the first time Americans could sit at home and watch an ongoing battle on the evening news. It was televised every evening for almost a month. Although the battle for Hue Huewas a tactical victory for the , the North Vietnamese clearly achieved strategic success showing the American people the high costs of urban warfare. Had the American leaders been able to expose the Communist brutality by publicizing the civilian executions in US civilian support for the war may have been bolstered. As it was, the Communist murders were done in secret while Americans were killed on nightly television. Hue
From the day I left you mother
To follow my companions on the trip to
Central Vietnam through
I have endured the hardships
A JUSPAO document dated 18 September 1969 is entitled Poem by North Vietnam Deserter. The document states that the poem was written for Tet by a Hoi Chanh who did not ask for money. The poem, written by Hoai Thanh was entitled Take a husband my love. The letter says in part: I suggest that this be considered for use on radio, television, magazines, newspapers and leaflets. This, after all, is a nation of poets. The single most effective leaflet dropped in the past was the soldiers poem to his mother. This appears to be more of the same. A few lines from the six-stanza Tet poem:
Listen to me, my love.
Take a husband, my love, for my life is fast-ebbing.
I must lie to myself when giving you this advice.
But my darling, I must think of your future
I am committed and eternal bitterness is my lonely fate
Oh, listen to my aching heart and seek your ideas in love
I have a lot of data on most of these leaflets but generally do not want to bore the reader. In the case of the above leaflet I can add that the leaflet was called NVA Poem and 14,000,000 copies were ordered the 6th PSYOP Battalion to be printed by the 7th PSYOP Group on Okinawa. The leaflets were to be delivered to Da Nang (6,000,000), Nha Trang, (4,000,000), Pleiku (2,000,000), and Bien Hoa (2,000,000).
The Americans saw this Viet Cong defeat as a propaganda weapon and set out to exploit it in every way possible. The Joint
Public Affairs Office prepared a PSYOP Policy 57 Chieu Hoi Campaign to Capitalize on Failure of Communist General Offensive. The policy set out themes to be used in Allied propaganda and listed five leaflets already in the inventory that could be used as part of the campaign. Examples are SP 893 ( U.S. ), SP 2263 (North Vietnamese Army Poem) and SP 2336 (Message to a North Vietnamese Army soldier). Some of the text in the original 8 February 1968 policy is: Safe Conduct Pass
There is every indication from captured documents and prisoner interrogations that the North Vietnamese Army/Viet Cong leadership actually intended to seize the cities and counted on a popular uprising against the Government of
in support of their Tet offensive. There were no plans for withdrawal, relief or reinforcements and the overwhelming defeat of this maximum North Vietnamese Army/Viet Cong effort to install themselves in the major cities will have been a severe psychological blow to the surviving enemy infiltrators Vietnam
IN ACCORDANCE WITH
U.S.MISSION DIRECTIVES, THIS IS MISSION PSYCHOLOGICAL POLICY AND GUIDANCE AND IS TO BE IMPLEMENTED AS PERTINENT BY ALL U.S.ELEMENTS IN . VIETNAM
Until further notice, all Government of
Vietnam/ Chieu Hoi materials, such as leaflets, newssheets, loudspeaker/radio messages should be based on the failure of the current Communist offensive U.S.
Up-to-date products now being developed by Joint
Public Affairs Office for national use will make the following points: U.S.
The North Vietnamese Army/Viet Cong leadership misled and betrayed their soldiers The winter-spring offensive is a total failure. The call for a general uprising has been emphatically rejected by the population of
Losses inflicted on the North Vietnamese Army/Viet Cong forces have been unprecedented in the first week of the blunted communist offensive, the communists lost more than 22,000 men killed, including their most experienced cadre, and more than 6,000 weapons. (Enemy casualty figures should be kept up to date as far as possible in PSYOP media products).
Prior to the attack, North Vietnamese Army/Viet Cong troops were promised relief and reinforcements within 48 hours, but no relief was forthcoming and the men were abandoned to their fate.
The employment of revolutionary new weapons in support of the enemy offensive was promised to the soldiers by the cadre, but no such weapons came to their aid
I thought I would show one of the JUSPAO leaflets that was allowed to be used after the Tet offensive. Leaflet 2336 was developed in December 1967. The theme of the leaflet is, "Prisoners live peacefully." The front of the leaflet depicts prisoners decorating for the Tet holiday. The same image is seen on Leaflet 2971 in this article. At the right of that scene, we see other prisoners playing in an open field. The text is:
North Vietnamese prisoners are playing peacefully, waiting for their return home. In their leisure time they play cards. These two NVA prisoners at a camp in Pleiku are preparing for a holiday. It is better to be free than a prisoner. Better to be a prisoner than dead.
The back is all text:
IT IS BETTER TO BE FREE THAN A PRISONER.
BETTER TO BE A PRISONER THAN DEAD.
Perhaps you will be unhappy to be a prisoner of war, but you should understand the truth:
You will receive good treatment. The camp is under a self-governing system. You and your comrades will be elected as the managers of the camp.
You will have good food. According to International law, prisoners of war are entitled to the same rations as a soldier of the Republic of Vietnam. The cooking is done b you and your comrades.
You will enjoy sports and education. In your free time you can take part in various sports or professional education courses held at the camp.
BUT THE MOST IMPORTANT THING IS THAT YOU ARE SURE THAT WHEN THE WAR IS OVER YOU CAN RETURN TO YOUR HOMELAND.
You might wonder why I show two of these leaflets. The top one is genuine. You can see the images are much clearer. The bottom is a reproduction made for a movie about the Vietnam War. I am unable to find out which movie, but I believe it was a recent one. It is possible some of these will be offered for sale, Buyer beware!
A supplement to PSYOP Policy 57 was issued on 23 February 1968. This supplement listed an additional 35 leaflets that were cleared for use in the campaign. Examples are SP 2141 (Woman Mourning the Dead), SP 2169 (Diary of a Returnee) and SP 2208 (How to Defect).
Before we end this short report we should mention that the U.S. Navy also did psychological operations in Vietnam during Tet 1968. The U.S. Naval Forces Vietnam After-action Monthly Reports tells us much more about what the Navy did:
The United States Navy also performed PSYOP missions using their PBRs. During the month of January 1968 The U.S. Navy made 94 hours of aerial broadcasts, 384 hours of surface broadcasts and distributed 293,334 leaflets. Their psychological operations personnel distributed food to refugees and other needy people, broadcast information in response to psychological operations guidance, issued elementary sanitation instructions, passed on information as to how members of the Viet Cong could defect and attempted to help the people solve minor problems.
Leaflets that Didnt Make the Cut
The 7th PSYOP Group that printed many of these Tet 1971 leaflets was very careful about evaluating them and determining if the message was what they wanted to present. Some Tet leaflets were found to be unsatisfactory and destroyed, I cannot show you images of the leaflets because they do not exist, but I can mention some of the text. One example is 4448. JUSPAO does not tell us exactly why they killed it; they just did. I suspect this leaflet is just too dark:
This is the first day of Tet. They call it Tet. But nothing that looks like Tet is around now. Why? Because this is a meaningless Tet which has brought nothing but criticism sessions and deep frustrations. Tet? Oh, the damn wretched Canh Mui Tet! How damned miserable are the people who welcome it during infernal fighting. And in the future how many similar Tet holidays will there be?
I notice that JUSPAO also prepared a leaflet coded 4450 that was disapproved. The leaflet text said:
From Tet 1968 to today the North Vietnamese and Viet Cong troops have sustained one defeat after another in every battlefield. They have no more power to hit and must run for their lives every time. The Communists are unable to mount a major attack anywhere in South Vietnam. Your food, medicine, weapons, supplies and men have decreased considerably.
A reviewing PSYOP officer apparently had heard otherwise from Intelligence and wrote on the page beneath the prospective leaflet text:
Since they are planning a major high point [attack?] in January, this would seem ill-advised.
The title of the leaflet is Home before Tet which is reminiscence of the American wish to be "Home before Christmas." This leaflet was printed on both 13 and 16-pound paper which would make it more adaptable for different spreading over the countryside. We do have a copy of this one so they must have pulled it at the last moment. Some of the text on the front is:
The Happiest Tet in two Decades
A cease fire is near. Within 60 days after the agreement is signed all North Vietnamese Army prisoners in South Vietnam will be released. They will be free to return home. Wives, mothers, fathers, all relatives 1973 (The Year of the Buffalo) will be a time of true rejoicing
Some of the text on the back is:
NVA prisoners in South Vietnam there are over 9,000 of them can plan on being home for Tet Tet Quy Suu (Year of the Buffalo) 1973 will be a time for true rejoicing.
What is most interesting about this leaflet is that the United States must have determined that it would be impossible to move all of the NVA prisoners out of the country in 60 days. I have a memo that says:
Because this leaflet contains the phrase 60 days after it was disapproved for use and never disseminated.
We should point out that the North Vietnamese always celebrated the Tet Holiday too. Ho Chi Minh would send a greeting down the Trail to his troops each year.
Ho Chi Minh send his troops Tet greeting for 1969
The leaflet was badly worn, and the finder covered it with plastic and tape to protect it. The text is:
Welcome to a Winning New Year
We obtained great success last year
Certainly, this year will be a greater one
For Independence and freedom, fight the
Americans out of the country and destroy the satellite army
Move ahead, soldiers and people!
What a wonderful New Year if the North and South can be reunited
Ho Chi Minh
Ho Chi Minh sends his Troops a Personal Tet Greeting in 1968
Tet Greeting From Chairman Ho
This New Year will be better than past new years
Victory and good news will sweep the nation
South and North vie with one another in fighting the Americans
Advance - total victory is ours
Ho Chi Minh
Ho Chi Minhs Greeting is answered Leaflet 2530
The front of the leaflet depicts the Chieu Hoi Symbol. The back is all text and shows Chairman Hos greeting, and then goes on to change all of the positive comments into negative ones. The front repeats Hos Tet message and then answers below with:
This spring is significantly worse than the last few ones.
Sad news of defeat throughout the homeland.
The North and the South both protest
A doomed future is inevitably there for us.
A Vietnamese read this leaflet and was critical. He said:
The counter poem was poorly constructed, mainly by paraphrasing the original one and by replacing positive words with negative ones. This is considered a pitiful style in writing couplets, where words must be skillfully chosen to counter the original verse, but never to repeat.
The victory actually cost
the war. Because of the loss of all the Viet Cong troops, South Vietnam began sending regular military units down the Ho Chi Minh Trail in even greater numbers to replace them. The Government of Vietnam and North Vietnam forces pulled back to protect the major cities, allowing the Communists to make gains in the countryside. Worse, Walter Cronkite declared on 27 February 1968 that the war was stalemated: U.S.
To say that we are closer to victory today is to believe, in the face of the evidence, the optimists who have been wrong in the past. To suggest we are on the edge of defeat is to yield to unreasonable pessimism. To say that we are mired in stalemate seems the only realistic, yet unsatisfactory, conclusion. On the off chance that military and political analysts are right, in the next few months we must test the enemy's intentions, in case this is indeed his last big gasp before negotiations. But it is increasingly clear to this reporter that the only rational way out then will be to negotiate, not as victors, but as an honorable people who lived up to their pledge to defend democracy, and did the best they could.
His comments re-enforced a loss of faith in ultimate victory among Americans and eventually to the
U.S.departure from 5 years later. The Tet attack created a crisis for President Lyndon Johnson who was unable to convince the American people that the Tet Offensive was a major defeat for the communists. Uncle Walter Cronkite was considered the most trusted newscaster in the Vietnam and Johnson felt defeated when he lost the newscaster. He is reported to have said If I've lost Cronkite, I've lost United States middle America. According to a Harris poll, 60 percent of Americans regarded the Tet Offensive as a defeat for U.S.objectives in . Vietnam
Colonel Bui Tin, who served on the general staff of
North Vietnam's army, received the unconditional surrender of on April 30, 1975. He later became editor of the People's Daily, the official newspaper of South Vietnam . He said in regard to the Tet offensive: Vietnam
The purpose of the 1968 Tet Offensive was to relieve the pressure Gen. Westmoreland was putting on us in late 1966 and 1967 and to weaken American resolve during a presidential election year. Tet was designed to influence American public opinion. We would attack poorly defended parts of
cities during a holiday and a truce when few South Vietnamese troops would be on duty. Before the main attack, we would entice American units to advance close to the borders, away from the cities. By attacking all South Vietnam 's major cities, we would spread out our forces and neutralize the impact of American firepower. Attacking on a broad front, we would lose some battles but win others. We used local forces nearby each target to frustrate discovery of our plans. Small teams, like the one which attacked the South Vietnam U.S.Embassy in Saigon, would be sufficient. It was a guerrilla strategy of hit-and-run raids.
Our losses were staggering and a complete surprise; Giap later told me that Tet had been a military defeat, though we had gained the planned political advantages when Johnson agreed to negotiate and did not run for re-election. The second and third waves in May and September were, in retrospect, mistakes. Our forces in the South were nearly wiped out by all the fighting in 1968. It took us until 1971 to re-establish our presence, but we had to use North Vietnamese troops as local guerrillas.
General No Nguyen Giap, Viet Minh Supreme Commander said in regard to Tet and the television reporting it received in the
United Statesin a 1989 interview with Morley Safer, as excerpted in The Vietnam War: An Encyclopedia of Quotations by Howard Langer, Greenwood Press, 2005:
We paid a high price, but so did you... not only in lives and materiel.... After Tet the Americans had to back down and come to the negotiating table, because the war was not only moving into the cities, to dozens of cities and towns in South Vietnam, but also to the living rooms of Americans back home for some time... The most important result of the Tet offensive was it made you de-escalate the bombing, and it brought you to the negotiation table. It was, therefore, a victory... The war was fought on many fronts. At that time the most important one was American public opinion.
By Tet 1972, the United States was packing up and leaving Vietnam. Vietnam. Leaflet 4455 honors the Year of the Rat and says simply on the back with Tet branches above and below:
Happy New Year
I have about a dozen leaflets for this Tet holiday in my files. There are several poems, several leaflets with large-text that could be read at a distance and I even have the original glossy prints that were sent out to be copied and made into paper leaflets. There were 10 large-text leaflet glossy prints forwarded to MACV J3 (Operations), while the regular leaflet texts and poems consisted of 8 glossy prints. All seem to have come from Southeast Asian Studies and Analysis Ltd., so one wonders if civilians were being used in the production of propaganda at this time.
Let me give an example. Tet leaflet 4460 targeted the Ho Chi Minh Trail and the Rice River area and is in the form of a poem to North Vietnamese soldiers far from home. It depicts an NVA soldier thinking of his girl at home. Some of the text is:
Oh you, soldier of the NVA!
How very young you still are;
How many springs since you left?
Hear! Spring is here again this year.
Do you still remember the country girl of that evening?
With tears glistening in her eyes she bade you farewell,
With hopes of seeing you again when spring comes.
The Glossy Photo of 4460 used to print the leaflet
In fairness, I should point out that some historians believe that the reporting by the print and television press really made no difference in the outcome of the war. Some studies seem to indicate that very few people were swayed by the news reports and editorials in newspapers. The American armed forces never lost a major battle in the field, but we must be careful not to use the old we were stabbed in the back excuse for the eventual loss of
two years after the departure of the American military. I believe that the left-wing American press did influence the public, but the reader must do his own research. Vietnam
Studies conducted in the U.S showed that in mid-February 1968 the majority of Americans remained positive of ultimate victory. One-quarter of the American people wanted the war escalated and 28 percent opted for an all-out effort to win the war quickly. By June 1968 the picture had changed. The press ignored the defeat of the Communist forces and gave the impression that they had won. As a result, one-half of the public had lost confidence, with 42 percent wanting the
U.S.to pull out of . By June of 1970, a Vietnam GallupPoll discovered that the proportion of people thinking that the UShad made a mistake in sending troops to fight in had risen from 25 percent to 56 percent. Three years later the Vietnam U.S.departed , and five years later it fell to the North Vietnamese. Vietnam
This is one of the last Tet leaflets coming from the 7th PSYOP Group and sent to JUSPAO for use in Vietnam. It was developed on 20 January 1973. The peace treaty had been signed so besides using Tet as a theme it also tells the North Vietnamese troops that they will be going home. Of course, the North Vietnamese troops had no intention of going home and in the not-too-distant future would invade and conquer South Vietnam. The front has a short poem and a Tet message:
THE FIRST MORNING OF TET
Fireworks explode one after the other,
on the alter the feast tray has already been set up,
my mother is lighting up the spiral incense,
and arranging a peach on the fire fruit tray.
My brother cuts the cooked pork pie.
You should be with your loved ones in time to enjoy spring. The ceasefire agreement has been signed and all American and Korean forces will be withdrawn from Vietnam. The soldiers of North Vietnam can return home.
The text on the back is:
SOLDIERS OF THE NORTH VIETNAMESE ARMY
The ceasefire agreement has been signed and all American and Korean forces will be withdrawn from Vietnam. The soldiers of North Vietnam can return home to enjoy springtime. This will be the happiest spring in memory.
An Interesting Viet Cong Tet Leaflet
This leaflet was disseminated by the Viet Cong in 1967 and demanded that the Americans and South Vietnamese respect the Tet truce. I add it only because of the irony that one year later the Viet Cong ignored their own 1968 Tet Truce and attacked all the major cities in South Vietnam. The idea was good, and they even got into the American embassy, but the South Vietnamese people did not rise up in support of the Viet Cong and the result was that the Viet Cong for a brief time was wiped out and no longer a military force. This led directly to greater numbers of North Vietnamese troops being sent south to take up the slack.
This has been a brief look at the Allied propaganda that used the Tet New Year holiday as a theme. Readers who care to comment are encouraged to write the author at firstname.lastname@example.org .