In the early 1960s, Robert Porter Allen, an ornithologist with the National Audubon Society, appeared as a guest challenger on the network television show "To Tell The Truth", which gave the Conservation movement some opportunity to update the public on their efforts to save the whooping crane from extinction. His initial efforts focused on public education, particularly among farmers and hunters. Beginning in 1961, the Whooping Crane Conservation Association (WCCA), was established to improve the status of the whooping cranes. This non-profit organization functioned largely by influencing federal, state and provincial political decisions and educating the general public about the critical status of the bird. The whooping crane was declared endangered in 1967.