I find that simply following proper protocol in traffic rubs off on other drivers. It seems that way anyway. I don't think it's that hopeless. I think most "public awareness" initiatives are pretty hopeless, but my own experience leads me to think that this is tractable. People can learn new mental cost models.

I have personally witnessed the basics of this taught as part of a driver safety course, and most of the people who took the course at least made noises like they were surprised at some of the more intuition-challenging aspects.