IATA has launched its “Save a Life, Not a Bag” campaign, backed by regulators including EASA and the FAA, to remind passengers that cabin baggage must be left behind during an aircraft evacuation. The initiative stresses that every second counts in an emergency and that retrieving personal belongings can put lives at risk.
Aviation leaders warn that passengers increasingly stop to collect luggage or take photos during evacuations, despite clear crew instructions. Carrying bags can slow movement, block aisles and exits, damage evacuation slides and increase the risk of injury to other passengers. In some cases, travellers have even attempted to evacuate while carrying both infants and personal items.
Research commissioned by IATA among travellers in the US, UK, UAE and Singapore highlights significant knowledge gaps. While 80% of respondents believed they knew how to respond during an evacuation, only 61% correctly identified that all personal belongings should be left behind. One in ten admitted they might still take baggage or follow others who do so, even when instructed otherwise.
The survey also found that many passengers underestimate the urgency of evacuations. Only 18% knew that aircraft evacuation procedures are designed around a 90-second benchmark, while 38% believed the process could take three minutes or longer. Additionally, 33% had seen reports of passengers taking luggage during evacuations, and 22% of those said they would be likely to do the same.
IATA says the campaign aims to reinforce the shared responsibility between crew and passengers during emergencies. Travellers are encouraged to pay attention to safety briefings, keep essential items such as passports and medication on their person, and follow crew instructions immediately to help ensure a swift and safe evacuation for everyone on board.
