Because kids listen to video games more than PSAs.
There have been some pretty novel ways to convince people to stop texting and driving. A lot of them have involved fear, with Volkswagen "killing" moviegoers in Hong Kong. Telling someone they'll die is an effective strategy, but so is letting them experience distracted driving firsthand. Game studio Turbo Button has created "SMS Racing," a game that challenges players to win races while responding to messages. It's quite cartoony but does show how damn distracting smartphones can be.
What's better is that the game is designed for VR headsets, such as Oculus Rift or the Samsung Gear VR. This makes it perhaps the best way to see how dangerous distracted driving can be.