Foreign Relations of the United States, 1917–1972, Volume VII, Public Diplomacy, 1964–1968

165. Memorandum From the Director of the United States Information Agency (Marks) to the White House Staff Assistant for Cabinet Affairs (Maguire)¹

Washington, September 14, 1967

ACHIEVEMENTS REPORT

The achievements of the USIA during the past two months cannot be recited in any catalogue of events.

The Agency performed its functions in operating the Voice of America in 38 languages, in producing approximately 80 separate magazines monthly, in preparing and transmitting to embassies in approximately 100 countries a news report of approximately 10 to 15,000 words a day, produced films and television programs, arranged for numerous briefings, press interviews and the many other functions carried on in the ordinary course of events.

Of particular significance would be the extraordinary campaign conducted in Viet-Nam to assist the Government of South Viet-Nam in its election efforts. A report summarizing this campaign has been sent to the President and a copy is attached.

Another achievement of note would be the culmination of an essay contest on the Alliance for Progress for secondary school students conducted throughout Latin America.² This contest was initiated in July 1966 and culminated in the visit to Washington last month of the 38 first prize winners. Their arrival in Washington highlighted the celebration of the 6th Anniversary of the Alliance for Progress. The students were greeted by President Johnson and Vice President Humphrey. USIA initiated the contest and secured cooperation of the Department of State and the Pan American Union.³ A local press and radio campaign was conducted in each of the countries participating and entries were submitted by thousands of students. Every student submitting an essay received a book of his choice from the USIA and prizes of greater value of educational significance were given to the winners.

Leonard H. Marks⁴

Attachment

Memorandum From the Director of the United States Information Agency (Marks) to President Johnson⁵

Washington, September 12, 1967

I have previously furnished you with a brief status report on the steps which USIA took to “Get Out the Vote” in Viet-Nam.⁶ At this time, I thought you might like to have a more complete report, as follows:

1. RADIO AND TELEVISION

JUSPAO rendered professional assistance and guidance to the Vietnamese television staff in preparing:

A. 20-second promotional announcements which were broadcast daily during the entire campaign, and

B. two 30-minute feature programs with election themes.

C. Election coverage was included in all standard news programs broadcast over the Vietnamese television system.

D. All candidates were afforded oppportunities to appear on television at times well-advertised in advance.

Similar activities were conducted over the Vietnamese radio stations.

For use outside of Viet-Nam, the VOA regularly broadcast news reports and features on the election. Special reports from VOA correspondents in Viet-Nam were regularly broadcast. Tape-recorded programs in 13 languages were sent to posts in 43 countries.

2. NEWSPAPER

Beginning with the initial July issue, JUSPAO’s Mien Nam Tu Do (Free South), a newspaper distributed to the VC (by air) and by armed propaganda teams and river patrol boats in contested areas, carried articles concerning elections to the “otherside.” Publication of Free South is in 2,000,000 copies.

3. LOUDSPEAKER TAPES

A special 30-minute entertainment tape consisting of music and songs, interspersed with five election or voting messages, was produced in 64 copies for stationary or vehicular use. Two additional tapes for airborne loudspeaker use were distributed in 105 copies each to the Air Commando Squadrons. These were to have been given the fullest possible use during the period immediately preceding election day.

4. MOTION PICTURES

Two films were produced:

A. An artwork portrayal of the current voting situation tied together with an incident in Vietnamese history.

B. Animated puppets on “Get Out the Vote” themes.

Prints of these films were furnished to the Government of Viet-Nam for use in theatres, for newsreel release and for public exhibitions in meeting places. It is estimated these films were viewed by 90,000 people per week in the Saigon area alone.

5. PRINTED MEDIA

A. Leaflets: Seven leaflets were produced in a total of 11,850,000 copies. Five of the leaflets were of pre-election themes; one concerned the Doan Ket policy (National Reconciliation), and the other was addressed to the VC/NVA connecting the elections to Chieu Hoi (Return to the Government) and Doan Ket.

B. Posters: Five posters totalling 750,000 copies were distributed. These consisted of photographic and cartoon instructions on the election and voting process itself. In addition, these posters were produced in 8 x 10½ inch hand-out size (950,000 copies).

C. Slogan Banners: JUSPAO produced four banners in 4,500,000 copies telling of the advantages to be gained by and the privileges of voting. Further, we published in limited quantity (15,000 each) two other banners in Cambodian/Vietnamese for distribution in three provinces of IV Corps.

D. Cartoon Book: Produced in 50,000 copies for distribution in schools, clubs, and village/hamlet meeting places.

E. Ruler: This was a paper item with a metric ruler and vote slogan on one side and a multiplication table on the other as a gift to children (1,000,000).

F. Adhesive Stickers: Two were printed totalling 40,000 copies. This was an experiment since this Madison Avenue⁷ approach isn’t general in Viet-Nam. These were printed in bright “rescue orange” for affixing to vehicles, boats, and even military mechanized equipment.

G. Magazine: An election-oriented issue of Van Tac Vu (Cultural/Drama) magazine was distributed in the cities. This magazine contained guidance and programming for the drama teams who provide entertainment and government propaganda messages to the people in the hamlets and villages, including areas contested by the Viet Cong.

The above refers primarily to efforts by USIA field officers in assisting Vietnamese authorities. The Government of Viet-Nam carried out a parallel campaign in which extensive use was made of leaflets (18,600,000 copies) posters (540,000 copies), pamphlets (134,000 copies) slogan banners (1,000,000) lapel insignia (3,000,000), cartoon books (500,000 copies).

I am confident that these efforts resulted in the large turnout on election day.

Leonard H. Marks⁸

1. Source: National Archives, RG 306, Director Subject’s Files, 1967–1967, Entry UD WW 108, Box 5, Government Agencies—White House—General, 1967. No classification marking. Drafted by Marks.
2. See footnote 20, Document 2.
3. On August 17, the President spoke at the Pan American Union in Washington at a ceremony marking the sixth anniversary of the Alliance for Progress. The first-prize winning secondary students of the essay contest also attended this event and were present for Johnson’s remarks. Representing 15 Central and South American countries, the students wrote on the theme of “Social and Economic Development—the Challenge to Youth” and Johnson quoted from one of the winning essays in his remarks: “Latin American youth accepts the challenge of the struggle for progress, conscious of its responsibility before history and nation . . . Our voices, shouted from the Andes . . . will echo from the roof of the world: We can do it!” (Public Papers: Johnson, 1967, Book II, pp. 787–788)
4. Printed from a copy that bears this typed signature.
5. No classification marking. Sent through Maguire.
6. Reference is to the September 3 South Vietnam Presidential election.
7. Reference is to the avenue in New York, the location of several prominent and famous American professional advertising companies. Using the term “Madison Avenue” as an adjective signifies that the method of promotion is considered on par with a professional American-style advertising campaign or effort.
8. Printed from a copy that bears this typed signature.