I.C.E. Exchange Session Preview — Inspiring the Next Generation: Awareness, Access and Action
With college enrollment falling, important fields are being affected, requiring certification boards to take on the role of marketers for their profession.
In the upcoming I.C.E. Exchange session “Inspiring the Next Generation: Awareness, Access and Action,” Angela Macauley, PMP — along with Gina LaBorde — will share how the certification body National Board for Certification in Occupational Therapy developed and executed a bold, multiphase campaign to raise public awareness, expand access and connect people to the value and impact of occupational therapy.
Read Macauley’s responses below on what session attendees can expect to take away when they attend.
I.C.E.: What inspired you to explore this topic, and why is it relevant now?
Angela Macauley (AM): NBCOT launched the Why Choose OT? campaign in response to declining college enrollment and a shrinking pipeline of practitioners entering the field. Fewer students pursuing occupational therapy translates to reduced access to essential, high-quality therapy services for clients. The timing is critical. There is an urgent need to raise awareness about OT’s impact and create new pathways to inspire future professionals.
I.C.E.: What are one or two key takeaways you hope attendees leave with?
AM:
- Purpose-driven campaigns work best when they align with an organization’s mission and focus on solving real workforce challenges.
- Attendees will learn actionable strategies for developing and executing campaigns that use omnichannel outreach — digital ads, influencer partnerships, social media and creative assets — to educate the public and inspire career interest.
I.C.E.: What’s a common misconception about this topic that you hope to challenge?
AM: Many assume a certification organization’s role is limited to testing and credentialing, but this initiative highlights NBCOT’s broader mission: supporting the entire profession. By expanding its public voice, NBCOT is demonstrating how certification bodies can lead workforce development efforts and strengthen pipelines through targeted, evidence-informed outreach.
I.C.E.: How do you hope your session influences future practices in the field?
AM: We hope this session sparks ongoing conversations about how certification organizations, educators, employers and professional associations can work together to strengthen the future of occupational therapy. By sharing NBCOT’s approach, we aim to inspire attendees to explore new ways of collaborating, exchange insights and create solutions that support workforce growth and public awareness of the profession.
Interested in the session? Register for I.C.E. Exchange today and make sure to mark your calendars for 10:30 a.m. ET on Wednesday, Nov. 19.