It's unfortunate that while this story may catch the attention of other drivers anywhere around the world, they will continue about their own version of distracted driving because they are so good at it.
In Toronto, we had a case where a bottle of water rolled around a driver's feet. While he was trying to get the bottle, he jumped the curb and killed a pedestrian waiting for the bus. He was acquitted. Regardless of all the details in the trial, the bottom line was that, in my interpretation, that bottle of water was worth more than the life of a pedestrian.
Of course the drivers were sorry. They're always sorry after the fact.