Hearts and Minds or winning hearts and minds refers to the strategy and programs used by the governments of Vietnam and the United States during the Vietnam War to win the popular support of the Vietnamese people and to help defeat the Viet Cong insurgency. Pacification is the more formal term for winning hearts and minds. In this case, however, it was also defined as the process of countering the insurgency. Military, political, economic, and social means were used to attempt to establish or reestablish South Vietnamese government control over rural areas and people under the influence of the Viet Cong. Some progress was made in the 1967–1971 period by the joint military-civilian organization called CORDS, but the character of the war changed from a guerrilla war to a conventional war between the armies of South and North Vietnam. North Vietnam won in 1975. Pacification or hearts and minds objectives were often in diametric opposition to the strategy of firepower, mobility, and attrition pursued by the U.S. from 1965 to 1968. Rather than the search and destroy strategy the U.S. followed during those years, hearts and minds had the priority of "hold and protect" the rural population and thereby gain its support for the government of South Vietnam. Malayan Emergency The phrase "hearts and minds" was first used in the context of counter-insurgency warfare by British General Gerald Templer in February 1952. Speaking of the conflict known as the Malayan Emergency, Templer said that victory in the war "lies not in pouring more soldiers into the jungle, but in the hearts and minds of the Malayan people." The British in Malaysia, in addition to military actions against the communist guerrillas undertook a number of social and economic programs to protect the populace, isolate the rural population to reduce their supply and support of the insurgents, gather intelligence about the insurgents' organization and plans, and ensure that government services were provided to rural dwellers. British action and policy in defeating the Malayan counter-insurgency became a paradigm for future struggles with insurgents, including the U.S. war in Vietnam. Critics have stated that the Malayan emergency was much simpler to combat than many insurgencies and that the impact of hearts and minds programs has often been over-stated. Ngo Dinh Diem's government The nationalist President of South Vietnam, Ngo Dinh Diem, instituted a number of programs designed to halt the growing influence of the