The World Wildlife Fund was founded in 1961, and the Canadian branch in 1967. The organization promotes the preservation of habitat and biodiversity, ecologically responsible development, conservation projects, and scientific research. In Canada it has advocated for the expansion of protected habitats, with the goal of protecting 12 per cent of the country’s land area. Between 1989 and 2000 its Endangered Species Campaign completed a network of protected areas that more than doubled Canada’s protected land.