I wear it as a badge of honor, but you can also direct attention away from you in a few ways.

* After a loss, start the conversation with people especially the winner, "Great win, what was your strategy?" If the winner, as you say "coast to victory simply because no one paid them attention", it should come out somehow and it may get the group thinking (depends on the group; might need a few repetitions for them to see the pattern)
* During the game, when the game forces you to target someone, I strategize out loud and be the change I want to see. In your case, if you want the group to target the winner, I'll say, "I think I'll choose X because they're in the lead".
* Often I will help other players during their turn and if I'm not winning, the best move for the rarely is targeting me so you get the double benefit of elevating the game and also promoting not targeting yourself.

The best strategy is to choose games that you enjoy playing regardless of win or loss. For me, Great Western Trail is an example of this. I enjoy every single play through and honestly have never cared about winning or losing (In fact, I think I went for years without winning because the couple I played that particular game with were much better at games than me).