Accident-free: Commissioner for Transport Robert Footman (third from left) and Deputy Commissioner of Police Tang King-shing (third from right) help unveil the new road safety character.

'Zero Accidents on the Road, Hong Kong's Goal' is the new message from the Road Safety Council.

Characterised by the design of an egg, indicating 'zero accidents' and surrounded by a road in an 'S' shape to represent road safety, the symbol will become a brand name for road safety in Hong Kong, council chairman and Deputy Commissioner of Police Tang King-shing said.

A competition was organised in November inviting public participation to identify a commonly shared road safety vision. Of the 3,146 entries, 25 were selected for public voting on the Internet, and the 'Zero Accidents' entry was selected.

This was followed by a symbol design competition in March to find a design to truly reflect the vision and serve as a road safety brand name. Some 2,888 entries were received.

Pop stars Hacken Lee and Kelly Chen have been appointed as ambassadors to help promote road safety messages.