The 1970s in Korea is remembered as an era of nationwide campaigns. The government’s policy guidelines penetrated deeply into the everyday lives of Koreans disguised as “national campaigns.” Koreans were encouraged to catch rats so the nation's crop output would increase and observe the daily flag-lowering ceremony to heighten their patriotism. What may appear heavy-handed and authoritarian to today's more individualistic and liberalized population was actually effective means to help Koreans change their lifestyles for the better and deepen their love for the country.