A first-of-its-kind program among mobile phone manufacturers in the U.S., LG Text Ed was created to educate parents and teens about the pitfalls of mobile phone misuse. The initiative was an effort to curb dangerous mobile behaviours such as "sexting", texting while driving and mobile bullying. To appeal to the target audience, LG enlisted the help of award-winning actress, Jane Lynch, to create a viral video web series that was both funny and educational.Harnessing Jane’s comedic appeal, the team developed a series of five viral videos, starring Jane Lynch, that mimicked a school Sex Education class, only this time it was "Text Ed". Following production, the agency teams devised a strategy for maximizing exposure with the videos. The first three videos were released as part of the program launch with exclusive coverage by People.com and The Insider. LG debuted the fourth video as part of their involvement in the Federal Communication Commission’s Generation Mobile Event, where Jane Lynch participated live via Skype. The final video was released following a broadcast media tour with Jane Lynch.

In 2010, Jane Lynch’s involvement in the campaign resulted in $8.3 million in public relations value (as measured by LG's ad equivalency equation).

Following the production of the videos during the summer of 2010, the team developed a strategy for releasing the videos over time to maximize viral distribution and exposure.

The first three videos were released as part of the LG Text Ed program launch in August with exclusive behind-the-scenes entertainment coverage by People.com and The Insider.

LG debuted the fourth video as part of their involvement in the Federal Communication Commission’s Generation Mobile Event, where Jane Lynch participated live via Skype.

The final video was released immediately following a national media tour with Jane Lynch at the end of the year where she appeared on Associated Press TV, Better TV, Access Hollywood Live, Fox & Friends and The View.

The campaign ran according to plan with maximum exposure during peak back-to-school and holiday periods.

In 2010 Jane Lynch’s involvement in the LG Text Ed campaign, including appearing in and promoting the videos, resulted in $8.3 million in PR value (as measured by LG’s coverage tracking and ad equivalency equation). The YouTube videos generated a total of 38,420 views and 18,070 Facebook users "Liked" the LG Text Ed page.

The total public relations value of the campaign nearly doubled the goal of $8 million, totalling $14,325,154.

By the end of the year, LG Mobile Phones had established itself as a resource for information on mobile misuse, securing an invitation from the Federal Communications Commission to participate in their first Generation Mobile summit.