More than 100 local residents and concerned Coffs Coast citizens, together with the Bellingen, Nambucca and Coffs Harbour Mayors turned out to voice their concerns - a clear message to the politicians in charge of making the Pacific Highway a safer place.

From speakers expressing their despair at losing relatives or close friends to the highway, to angry residents who walked onto the bridge to hold up traffic during the march, it was also clear that emotion was running high.

And while some of the home-made placards and signs evoked strong imagery, including one simply stating "road to death", organiser Dr Ray Jones from Doctors for a Safer Pacific Highway said the evocative nature of the signs and speakers were needed.

"One lady who got up and spoke about her concerns was Dorothy from Warrell Creek," Dr Jones said.

"She has had four vehicles crash through her fence in the last month - she's a lovely older lady, just like everyone's grandmother, and she wanted some of the signs to put on her front fence to make people realise the dire situation we are in."

Dr Jones said he was encouraged by the huge turnout, and it was clear there were a lot of Urunga residents who are very unsatisfied with the safety of their town.

"I think the politicians would have got a clear message today, to ignore it you would have to be pretty thick skinned," he said.

"The people at the rally just want to be able to drive safely, you're never sure if you will get to your destination unscathed when you travel on this stretch of the Pacific Highway."

Dr Jones said measures needed to be put in place until the road is upgraded.

"Making the road safer for the time being can be achieved - they need to slow down the speed and install barriers - simple and low cost measures that may save lives." Dr Jones said.