The International Air Transport Association (IATA) today announced the launch of “Save a Life, Not a Bag,” a global passenger safety campaign urging travelers to immediately abandon cabin baggage during an emergency aircraft evacuation.
Supported by major aviation safety regulators—including the European Union Aviation Safety Agency (EASA) and the Federal Aviation Administration (FAA)—the campaign addresses a dangerous growing trend of passengers slowing down evacuations to retrieve personal items or film the emergency.
During an aviation emergency, every single second determines survival. Aviation regulatory standards require aircraft to be fully evacuated within a strict 90-second benchmark. However, recent incidents and online videos show an alarming number of passengers blocking aisles, slowing movement, and stopping to open overhead bins.
Retrieving and carrying luggage during an evacuation introduces severe risks to everyone on board:
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Blocking & Tripping: Bags clog narrow aisles and exit paths, causing passengers to stumble.
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Destroying Safety Equipment: Heavy or sharp baggage can puncture and deflate inflatable evacuation slides, rendering exits useless.
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Impeding Mobility: Carrying items prevents passengers from using their hands to move quickly or assist children, and can physically injure others on the slide. “Taking bags during an evacuation is not a minor issue. Every second matters,” said Willie Walsh, IATA’s Director General. “Even taking one bag can affect the safe evacuation of everyone onboard. Crew instructions are clear and simple: leave everything behind and move quickly. ‘Save a Life, Not a Bag’ is a message that passengers need to understand and act upon.”
To understand traveler mindsets, IATA commissioned a comprehensive survey of recent air travelers across four representative markets (US, UK, UAE, and Singapore), supported by behavioral science experts. The data exposed a dangerous disconnect between perceived and actual safety knowledge:
| Survey Metric | Finding |
| Perceived Knowledge vs. Reality | 80% claimed to know what to do in an evacuation, but only 61% correctly identified that they must leave all belongings behind. |
| The 90-Second Blindspot | Only 18% of passengers know evacuations are designed around a 90-second benchmark; 38% mistakenly believe they have three minutes or more. |
| Social Copying Risks | 33% have seen reports of others taking bags. Of those, 22% admitted they would likely do the same. |
| Willful Non-Compliance | 1 in 10 passengers admitted they might still take baggage or follow others who do, even when explicitly instructed not to by crew. |
“There is a significant gap in knowledge among some travelers that could result in disaster,” said Nick Careen, IATA’s Senior Vice President of Operations, Safety, and Security. “‘Save a Life, Not a Bag’ is meant to be a blunt reminder of what is at stake for everyone.”
Aviation leaders emphasize that safety is a partnership between highly trained crew members and informed passengers.
Florian Guillermet, EASA Executive Director said: “Aircraft are certified to stringent evacuation standards and crews are trained extensively… For this to work in a real emergency, all passengers must play their part too. It is very simple: follow crew instructions, leave all baggage behind, and move quickly to the nearest usable exit. Not only will this save your life, but you will have done your very best to allow everyone to get out of danger.”
Bryan Bedford, FAA Administrator said: “We are seeing an increasing number of passengers not following flight crew instructions during emergencies. In those moments, compliance is critical. Passengers must act quickly, follow instructions without hesitation, and leave all belongings behind. Safety is a shared responsibility.”
The survey revealed a silver lining: 60% of passengers stated they would be significantly less likely to grab baggage if their most critical items were already secure on their person.
IATA urges travelers to build proactive habits by securing vital documentation (passports), money, and essential medication in their pockets or on their person prior to take-off and landing.
Core campaign instructions for passengers:
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Pay attention to the crew and safety demonstrations.
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Leave all baggage behind without exception.
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Do not film or photograph the emergency.
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Keep moving toward the nearest exit.
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Exit quickly and clear the slide area immediately.
The launch includes an impactful campaign video developed alongside human behavioral specialists. The video utilizes surreal, exaggerated imagery to leave a lasting, memorable impression on viewers regarding the consequences of baggage retrieval.
IATA is distributing these digital assets and educational resources industry-wide. Airlines, airports, media outlets, and aviation stakeholders are encouraged to leverage these materials across social channels and passenger touchpoints to maximize global awareness.
