The International Air Transport Association (IATA) announced the launch of “Save a Life, Not a Bag”, a passenger safety campaign urging travelers not to take cabin baggage during an aircraft evacuation.

Supported by aviation safety regulators including the European Union Aviation Safety Agency (EASA) and the Federal Aviation Administration (FAA) the campaign reinforces what passengers must do when instructed to evacuate for their safety and the safety of all on board: follow crew instructions, leave all baggage behind, and move quickly to the nearest usable exit.

The campaign responds to the growing number of cases where travelers have stopped to collect their baggage or take photos during aircraft evacuations. Evidence of this is seen in many videos posted online.

Valuable seconds can be lost when retrieving baggage from overhead bins. Carrying bags can cause people to fall or damage the slides that all passengers need to use. Most concerningly, some passengers have been seen attempting to evacuate while carrying both infants and bags or other personal items, compromising safety at a critical moment.

Passenger research helps quantify the need for action

As part of the campaign development, IATA commissioned a survey of recent air travelers in four representative markets (US, UK, UAE, and Singapore), supported by input from behavioral experts.  

The research found some critical gaps:

• While 80% of those surveyed claimed to know what to do in an emergency evacuation, only 61% correctly answered that they should leave all personal items and exit the aircraft.
• 33% said that they had seen reports of people taking their baggage during an evacuation. Of these, 22% indicated that they are likely to do the same.
• Many passengers overestimate the time needed for an evacuation. Only 18% know that aircraft evacuation procedures are designed around a 90-second safety benchmark, whereas 38% indicate it could be three minutes or more.
• One in ten passengers admitted they may still take baggage during an evacuation, or follow others who do, even when instructed not to.
• 60% say they would be less likely to take baggage if essential small items were already secured on their person.

Taking baggage creates risks for everyone onboard

Taking baggage during an evacuation can slow movement through the cabin, block aisles and exits, prevent passengers from using their hands, and injure others. Bags can also puncture evacuation slides, obscure exit path lighting, become caught on seats or fixtures, and create hazards for crew and rescue personnel outside the aircraft.

The risk is not limited to the person carrying the bag. A single passenger stopping to retrieve luggage can delay others, disrupt crew commands, and affect the use of exits and slides.

Prepare before take-off and landing

The campaign video was developed with input from human behavioral specialists to help ensure the message is clear, memorable, and effective with passengers. It deliberately uses surreal imagery and exaggerated scenarios to leave a lasting impression on viewers.

The campaign encourages passengers to think ahead by keeping essential items such as passport, money, and medication secure on their person before take-off and landing. The campaign’s core messages for passengers are:

• Pay attention to crew
• Leave all baggage behind
• Do not film or photograph
• Keep moving
• Exit quickly

Industry-wide rollout

The campaign’s digital assets can be used by airlines and other industry partners to engage with passengers directly or over their social channels.  

Campaign assets will also be available to media and other entities in the aviation value chain to help educate passengers on evacuating aircraft safely in the event of an emergency.