Memorializing Pedestrian Victims in Portugal

In Lisbon, Portugal, pedestrian advocates have replaced zebra stripes in some crosswalks with names of pedestrians killed by cars. This action seems to have at least some government support, and it did gain media attention, but what of its effectiveness as a safety tool in and of itself? 

Obviously, the design speaks loud and clear to pedestrians (for better or worse, as their eyes are drawn to the road, rather than oncoming traffic). Though there is a small sign pointing out that many crash victims are not in cars, motorists passing at speed will never see the names as they drive over them -- a sad, and probably unintended, metaphor.

How might memorials such as this be designed to get the attention of drivers as well? 

Video: thedlab/YouTube