Two episodes, one panel, and a pelvic floor training session.
When ZDFneo brought back its drama series Push for a second season, we decided to bypass the usual red carpet formula. The new season follows midwives guiding families through unpredictable decisions, complex diagnoses, and the raw realities of childbirth. Promoting a return of an established show requires a different strategic angle. Instead of just announcing the release, we wanted to build on the trust the first season had earned and connect the show directly to the real world conversations surrounding modern healthcare.
Push is a series about parenthood, care work, and the cracks in the medical system. These are topics that belong far beyond the television pages. In our entertainment division, we always look for the writers, advocates, and creators who are already driving these discussions and find ways to bring them together.
Instead of planning a massive event, we designed a highly curated afternoon at the Firespace in Berlin Mitte. We kept the guest list tight, inviting only media representatives and creators who actively cover parenting, maternal health, and contemporary female realities. By designing a program with genuine substance, we gave our guests a reason to engage with the actual themes of the series.
The afternoon was divided into three clear phases.
We started with a screening of two episodes to bring the audience straight into the emotional world of the show. This was followed by a panel discussion moderated by journalist and presenter Anna Rebekka Helmy. On the stage, lead actress Anna Schudt, head writer Luisa Hardenberg, midwife consultant Christiane Hammerl, and parenting podcaster Evelyn Weigert discussed the questions at the heart of the series. They talked about how midwives manage highly emotional situations, where professional boundaries end, and what it costs to do a job that is so close to the raw edges of human life.
To close the event, we hosted a guided pelvic floor training session led by a physiotherapist specializing in pre and postnatal care. The series puts the physical reality of the female body at its center, so we made sure the launch event did the exact same thing.
Asking busy editors for four hours of their day is a big request. In the future, we would condense the schedule to give the panel discussion even more breathing room, and we would avoid scheduling during holiday weeks.
However, the format itself proved highly effective, which was confirmed by the feedback from both the guests and ZDF. The campaign showed that modern entertainment PR works best when we treat a series as a starting point for real world discussions. By linking the show to issues like care work and female health, we created press coverage that felt personal, necessary, and highly relevant.
To launch the second season of the ZDFneo series Push, we hosted a specialized press event in Berlin. The program featured a screening of two episodes, a moderated panel discussion with cast and creators, and a physical training session tailored to the themes of the show.
Schröder Schömbs PR designed and executed the entire event in close partnership with ZDF and the production team.
The panel focused on the societal themes of the show, specifically the role of midwives in complex medical situations, the realities of care work, modern parenting, and female health.
