If academics talk only to academics then we don't get the message out as wide as we should. I have been trying to list groups outside academic who are seriously affected by the lack of access. Here are some posts - it would be useful to expand these.
http://blogs.ch.cam.ac.uk/pmr/2011/09/30/access-to-scientific-publi... states the moral position.
and the concept of the "Scholarly Poor" - http://blogs.ch.cam.ac.uk/pmr/2011/10/05/pay-per-view-science-for-t... and several following posts.
I am not averse to simple sensationalism: I believe "people die because of closed access". That's certainly true in poor countries.
I have also created an allegory in pictures which I shall be showing to a wide range of non-academics at the Serpentine Marathon in London, hoping to get them upset.
http://blogs.ch.cam.ac.uk/pmr/2011/10/10/animal-garden-an-allegory-... and see PDF or PPTX for the animated story.