If you can pull over to take that call, do. If you can't manage that, take the call hand-free -- either through an in-dash system like Ford Sync, or simply via a clip that holds your phone in place. Using a Bluetooth headset is okay, but in our books, that's really just another device liable to fall to the floorboard.
And of course, take some responsibility for your kids. Make them use an app like DriveSafe.ly that limits their ability to call or text while driving. If they don't have a smartphone, that's no problem: Cellcontrol has created a system that works similarly for some feature phones.
Be safe, be thoughtful, be responsible. That's the best any of us can do -- during Distracted Driving Awareness month, or any month for that matter.
* Note: For now, the NTSB seems to be okay with in-dash systems from OEMs and aftermarket suppliers (e.g. systems like OnStar and Ford Sync). However, based on the agency's insistence that it's the call that's the distraction, not the manner in which it's fielded, we suspect they'd like to make those systems off-limits, too.