St John Ambulance and Fire and Emergency have been called to an incident at Piha where a man was injured in a fall.
The man, who was in his 50s, was taken to Auckland City Hospital by Westpac Rescue Helicopter in a serious condition.
He fell from a rocky cliff at the northern end of Piha Beach just after 8am today.
Paramedic Chris Deacon said the man was taking a photograph when he fell "probably eight to 10 metres" on to the sand below.
![The man fell from the rocky cliffs at the northern end of Piha beach. Photo/Westpac Rescue Helicopter Trust](https://www.nzherald.co.nz/resizer/v2/BZNGYUUIHXRI75BVAWV6B3O3UY.jpg?auth=81d9ae9af0adf2ea803fd425499add5b5c66177ba699ed6b2df88555895db7af&width=16&height=12&quality=70&smart=true)