Flying out this summer? IATA issues urgent safety reminder every passenger needs to know
The campaign comes in response to an increasing number of incidents where passengers have attempted to retrieve baggage or record videos during aircraft evacuations
16 June, 2026
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The International Air Transport Association (IATA) has launched a new global passenger safety campaign, “Save a Life, Not a Bag,” urging travellers to leave cabin baggage behind during aircraft evacuations.
The campaign, supported by aviation safety regulators including the European Union Aviation Safety Agency (EASA) and The Federal Aviation Administration (FAA), aims to reinforce a critical message for passengers: when an evacuation is ordered, every second matters.
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Travellers are being urged to follow crew instructions, abandon all personal belongings, and move immediately to the nearest available exit to help ensure a safe and rapid evacuation for everyone onboard.
“Taking bags during an evacuation is not a minor issue. Every second matters. 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,” said Willie Walsh, IATA’s director general.
Passenger behavior raises evacuation concerns
The campaign comes in response to an increasing number of incidents where passengers have attempted to retrieve baggage or record videos during aircraft evacuations. Several such incidents have gained attention through videos shared online, highlighting concerns among aviation safety officials about passenger behavior during emergencies.
Safety experts say that delays caused by collecting personal items can have serious consequences in situations where passengers and crew must exit an aircraft within seconds.
“Rapid evacuation in an emergency situation saves lives. Aircraft are certified to stringent evacuation standards and crews are trained extensively for emergency situations, to make sure every single passenger has the best possible chance of survival in an acute situation,” said Florian Guillermet, EASA executive director.
“For this to work in a real emergency, all passengers must play their part too. And 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,” he added.
Research highlights passenger knowledge gaps
As part of the campaign’s development, IATA commissioned research among recent air travelers across four representative markets: the US, the UK, the UAE, and Singapore. The research was conducted with support from behavioral experts to better understand passenger awareness and decision-making during emergency evacuations.
The findings revealed several important gaps between what passengers believe they know and how they may respond in a real emergency.
The research showed:
- While 80 per cent of surveyed passengers said they knew what to do during an emergency evacuation, only 61 per cent correctly identified that they should leave all personal belongings behind and exit the aircraft immediately.
- 33 per cent said they had seen reports of passengers taking baggage during an evacuation, while 22 per cent of those respondents said they would be likely to do the same.
- Many travelers underestimate how quickly an aircraft evacuation must happen. Only 18 per cent understood that evacuation procedures are designed around a 90-second safety benchmark, while 38 per cent believed an evacuation could take three minutes or longer.
- One in 10 passengers admitted they might still take baggage during an evacuation or follow others who do, even if instructed not to.
- 60 per cent said they would be less likely to take baggage if essential small items were already kept on their person.
“These findings show that while most passengers understand the importance of safety procedures, there remains a significant gap in awareness among some travelers,” said Nick Careen, IATA’s SVP Operations, Safety, and Security.
“Even just a passenger or two taking a few extra seconds to gather personal items can endanger lives. That’s why it’s essential to build good habits for all travelers, like paying attention to safety demonstrations each time and keeping essential items, such as passport, money, and medication on person,” he added.
Careen said passengers must also understand the consequences of ignoring crew instructions during an evacuation.
“Save a Life, Not a Bag is meant to be a blunt reminder of what is at stake for everyone in the rare event of an evacuation,” he said.
Carrying baggage creates risks for all passengers
Aviation safety officials warn that retrieving and carrying baggage during an emergency evacuation can create multiple risks inside an aircraft cabin.
Passengers stopping to access overhead bins can slow down movement, block aisles, and delay others trying to reach exits. Bags can also prevent passengers from using their hands to move safely, increasing the possibility of falls or injuries.
In addition, baggage can damage evacuation slides, become trapped on seats or aircraft fixtures, block emergency lighting, and create additional hazards for crew members and emergency responders outside the aircraft.
The danger extends beyond the individual passenger carrying the bag. A single delay caused by retrieving luggage can disrupt the evacuation process, interfere with crew instructions, and slow the movement of hundreds of other passengers.
Campaign encourages better preparation before flights
The “Save a Life, Not a Bag” campaign also focuses on passenger preparation before take-off and landing, the phases of flight when evacuation risks are most relevant.
The campaign video was developed with input from human behavioral specialists to ensure the message is clear, memorable, and effective. It uses surreal imagery and exaggerated situations to highlight the consequences of unsafe actions during emergencies.
Passengers are encouraged to prepare ahead by keeping essential items such as passports, money, and medication secured on their person before departure and arrival.
The campaign’s key passenger messages include:
- Pay attention to crew instructions
- Leave all baggage behind
- Do not film or photograph during an evacuation
- Keep moving
- Exit quickly
Aviation industry prepares for global rollout
IATA said digital campaign materials will be made available to airlines and other aviation partners to help communicate the safety message directly to passengers through digital channels and social media platforms.
The assets will also be available to media organizations and other aviation stakeholders to support wider passenger education efforts.
With global air travel continuing to grow, aviation leaders say passenger awareness and cooperation remain essential parts of maintaining safety standards.
The campaign’s central message is simple: during an aircraft evacuation, personal belongings must never come before human lives.

























