An East County family is calling for state and local leaders to take action after their loved one was killed on a road known for deadly crashes.

Yesenia Martinez is clinging to the memory of her father.

“The first night — I’m not going to lie — I slept in his bed, and I was just hugging his comforter because that’s all I have,” daughter Martinez said. “That’s all I’m going to have from him.

She and her family say Roberto Martinez Oros was a shining example of heart and compassion, even toward strangers he saw one day.

“They were walking because their car broke down, and my dad was like, “Oh you want to ride?’ Like you don’t even know who this person is, like somebody could be a serial killer or something, and you’re picking them up?” Martinez said. “To him, it was just like, ‘Well, they’re in need. I didn’t have a car at one point.'”

Family members say the 68-year-old grandfather was heading to the bank to get a loan to remodel their Ramona house himself when he was one of five people killed in a three-car crash on state Route 67 in Poway around 12:30 p.m. on Friday.

The crash started a small brush fire that burned about half an acre before firefighters quickly put it out.

For days now, Martinez has been watching video of her father’s final moments, saying she just thinks about how scared he was.

In the video, you can see Martinez Oros’ Civic round a corner near Iron Mountain Drive. In a matter of seconds, his car and a pickup slammed into another pickup, seemingly going the wrong way on southbound SR-67.

“He was clearly, for at least half a mile, going on the wrong side of the road. Clearly, you know, and my dad had no chance. Literally he had no chance,” Martinez said.

Martinez Oros’ family is hoping the deadly crash is a wake-up call for state and local leaders to install concrete medians on the road.

Martinez Oros began his life in Mexico but immigrated to the United States. His family says he was extremely proud of achieving the American Dream of homeownership, working at Popeyes, Home Depot and doing other jobs.

“He was just like, ‘Let’s just work. If you work, you’ll see you reap the benefits of everything,'” remembered his daughter.

Now, the Martinez family is working to send their father home to Mexico, where his wife was buried three years ago.

Ramona planning groups have discussed installing concrete barriers. NBC 7 reached out to Caltrans late Monday night to see if adding them is a consideration, but we’re still waiting to hear back.

NBC 7’s Jeanette Quezada spoke with the family of two of the victims who were heading to work, when they were hit and killed.