Well, Sci-Hub is the start of it all. Elbakyan deserves Nobel consideration if you ask me, and I am not being hyperbolic. She has done more for science around the world than the bottom quartile of laureates.

Secondly, supporting OA-friendly journals is the next step. PeerJ is a very good initiative on that front for a lot of reasons - they open and document the peer-review process, which is unheard of. It's a tremendous asset to look through peer review and see how the "science" is really done. I highly recommend everyone find some papers that they are interested in on PeerJ and check the peer review logs.