This is a virus that strikes most BOEs every so often. Someone (usually the COBE or SO) decides that all appointed men should pioneer so they can say this to the rank and file: "We're ALL PIONEERING in [FILL IN THE MONTH]...why not you?" They trot out old BOE letters, KMs, etc etc to emphasize this as a pseudo-requirement. It isn't.
It usually comes across as just stupid. Also, most of the elders and servants DO NOT MAKE THEIR QUOTA. Some don't put any more time in than they normally do.
Quick way to kill it: suggest in the meeting that evening and actual, honest to goodness, realistic times when people will be home scheduled field service be instituted for the month with the SO in charge. Watch the whole thing completely wither right before your eyes.
It's posturing, nothing more.