Census of naturally low-density, widespread occurring and territorial species, in our case the Endangered Southern Ground-hornbill (SGH: Bucorvus leadbeateri), is difficult. In South Africa, we found that traditional atlas data severely under-reported areas where birders prefer not to go birding/ atlassing (remote rural areas/in perceived dangerous areas). However, knowing where SGH exists, and its population status, is a fundamental first step to sound conservation.  We successfully conducted a four-year monitoring programme using citizen-science. By engaging local Champions to start a WhatsApp group for reporting SGH in their area using their own networks, we were able to reach a greater sector of society, people with a cultural association with SGH, but may never have considered being citizen scientists e.g. taxi drivers. Using a simple platform like WhatsApp, rather than a birding app, supported this. We found almost double the previous estimated population (from 567 to 920 groups) and can now target conservation action.