The International Air Transport Association (IATA) has launched the "Save a Life, Not a Bag" campaign to emphasise the importance of leaving cabin baggage behind during aircraft evacuations. Supported by aviation safety regulators such as the European Union Aviation Safety Agency (EASA) and the Federal Aviation Administration (FAA), the initiative aims to educate passengers on the critical need to follow crew instructions and exit quickly without retrieving personal items.

Willie Walsh, IATA's Director General, stressed the urgency of the message: "Taking bags during an evacuation is not a minor issue. Every second matters." The campaign responds to a worrying trend where passengers have been seen collecting baggage or taking photos during evacuations, as evidenced by numerous online videos.

Research commissioned by IATA reveals significant gaps in passenger understanding. Whilst 80% of surveyed travellers claimed to know emergency procedures, only 61% correctly identified that they should leave all personal items behind. Furthermore, 33% had witnessed others taking baggage during evacuations, with 22% admitting they might do the same.

Florian Guillermet, EASA Executive Director, highlighted the risks: "Rapid evacuation in an emergency situation saves lives. For this to work, all passengers must play their part." The campaign encourages passengers to keep essential items like passports and medication on their person and to pay attention to safety demonstrations.

The campaign's digital assets are available for airlines and industry partners to promote passenger safety. By reinforcing these messages, IATA hopes to ensure faster, safer evacuations for all

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