[Question] How do ideas travel from academia to the world: any advice on what to read?

I’m looking for reading suggestions on the following question:

If I have the goal of making a certain idea—say, veganism, open borders, or whatever—take hold in the population and if my means for achieving this goal consists in supporting academic work: how do I best go about? What’s the theory of change where affecting academia is at the start of the causal chain and new beliefs/​behaviour in the broader population are at the end of the causal chain?