IATA tackles evacuation baggage grab

IATA noted that the actions of a single passenger can affect the safety of others by delaying evacuation procedures and disrupting crew instructions.

The International Air Transport Association (IATA) has launched a passenger awareness campaign aimed at discouraging travellers from retrieving cabin baggage during aircraft evacuations, following research that suggests many passengers may still attempt to collect personal belongings in an emergency.

The campaign, titled Save a Life, Not a Bag, is designed to reinforce safety procedures and encourage faster aircraft evacuations by highlighting the risks associated with carrying luggage during an emergency.

Survey reveals knowledge gaps

To support the campaign, IATA commissioned a survey of recent air travellers in the United States, United Kingdom, United Arab Emirates and Singapore, alongside input from behavioural experts.

The research found that while 80 percent of respondents believed they knew how to respond during an emergency evacuation, only 61 percent correctly identified that passengers should leave all personal items behind and exit the aircraft immediately.

The survey also found that 33 percent of respondents had seen reports of passengers taking baggage during evacuations. Of those, 22 percent said they would be likely to do the same.

Misunderstanding evacuation procedures

Many travellers also underestimated the urgency of aircraft evacuations. Only 18 percent of respondents were aware that evacuation procedures are designed around a 90-second safety benchmark, while 38 percent believed the process could take three minutes or longer.

One in ten passengers admitted they might still retrieve baggage or follow others doing so during an evacuation, even when instructed otherwise. Meanwhile, 60 percent said they would be less likely to take baggage if essential items such as passports, money and medication were already secured on their person.

Nick Careen, Senior Vice President Operations, Safety, and Security, IATA: "The majority of passengers know what to do in an accident. There is, however, a significant gap in knowledge among some travelers that could result in disaster. 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. It's also important that passengers understand the consequences of not listening to crew. 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."

Delays can endanger passengers

According to IATA, retrieving baggage during an evacuation can slow passenger movement, obstruct aisles and exits, hinder the use of evacuation slides and increase the risk of injury to other passengers.

The organisation said luggage can also damage evacuation equipment, block emergency lighting pathways and create hazards for crew members and emergency responders.

IATA noted that the actions of a single passenger can affect the safety of others by delaying evacuation procedures and disrupting crew instructions.

Industry-wide campaign rollout

The campaign includes a video developed with behavioural specialists to improve message retention and encourage safer passenger behaviour. The creative approach uses exaggerated and surreal scenarios to communicate the consequences of delaying an evacuation.

As part of the initiative, IATA is encouraging passengers to pay attention to crew instructions, leave baggage behind, avoid filming emergencies, continue moving towards exits and leave the aircraft as quickly as possible.

Campaign materials are being made available to airlines and other aviation industry organisations for use across digital channels and passenger education programmes.

www.iata.org

Follow Marketing Report on LinkedIn