19/07/2026
Why Didn't You Send an Emergency Mobile Alert?
It's a question we often hear after an emergency: "Why didn't you send an Emergency Mobile Alert?"
Emergency Mobile Alerts (EMAs) are an important tool, but they are just one of several ways emergency information is shared. An alert is only sent when the situation meets strict criteria, such as posing a serious threat to life, health, or property, and when immediate action is needed from people in the affected area.
If a particular area is at immediate risk, we can send targeted EMAs, as we did last week for the Milford Sound area. You may have heard that an alert was issued and wondered why you didn’t receive it.
EMAs are broadcast through selected cellphone towers, allowing us to target alerts to the specific area at risk. Because mobile phones connect to nearby towers, some people just outside the affected area may also receive the alert. However, this targeted approach helps ensure that people who may be affected are notified without unnecessarily alerting the whole of Southland when the risk is confined to a much smaller area.
Sending too many alerts can also lead to people ignoring them in the future, so it's important they are reserved for the most serious situations.
Not every emergency will trigger an EMA. Sometimes:
📻 Other communication channels may be more effective.
⏱️ There may be sufficient time to use other warning methods.
🚨 The situation may not meet the threshold for an Emergency Mobile Alert.
That's why we encourage everyone to stay informed through multiple sources, including:
✅ Official council and emergency management channels
✅ New Zealand Police, Fire and Emergency NZ, and MetService updates
✅ Local radio stations
✅ Social media and trusted news sources
✅ Signing up to the Antenno app
Emergency Mobile Alerts are a powerful warning tool, but they are not the only source of information during an emergency. Having multiple ways to receive updates helps ensure you get the information you need, when you need it.
Emergency Mobile Alerts are also not automated messages—they are issued by real people, in real time, using the best information available at the time. Emergency management staff are members of the community too, and like everyone else, they may be asleep when an event begins overnight. When conditions change, teams are mobilised quickly to assess the situation, gather information, and make decisions about whether an alert is needed, who should receive it, and what information should be included. These decisions are made carefully and often under significant time pressure, with the safety of the community at the forefront.
Be prepared. Stay informed. Don't rely on a single source of emergency information.
https://getready.govt.nz/prepared/ema
https://www.cdsouthland.nz/get-home-ready