Eight years ago, Scott Morton started an Instagram page by the name of “Fireman323.” The 323 represents the Los Angeles area code and he didn’t think that he would be looking at over 250,000 followers in 2024.
When Morton started the page, he wasn’t in it for the recognition or the money. He wanted to help firefighters start their careers and showcase what really goes on in the fire service. Morton used to post 2-3 videos a day, and it was originally his own content. However, as things progressed, he started to get content shared with him, so he would get permission to use that content and now Morton posts once a day.
His love for the fire service started at a very young age. Morton would get dropped off at a hamburger stand near a Los Angeles fire station, and the firefighters took him in like one of their sons. In Morton’s perspective, they weren’t doing it for the little kid to eventually become a firefighter, but just out of the kindness of their hearts. But, the seed was planted.
Fast forward, and that seed sprouted over time. Morton saw a medical call where a man went down on a bike, and he stopped to watch what would happen next. A pumper, ladder truck and ambulance showed up on scene.
“They were so squared away. Every one of them had a job. Every one of them knew exactly what they were supposed to do at that exact second. They had that patient wrapped up and gone in under three minutes like it never happened. It was like an orchestra. I fell in love with it right then and there. I said "I want to be that guy,'” Morton recalled.
Morton began his career on an ambulance in Compton, CA, eventually moving on to the city of Montebello, CA, to serve as a paramedic/firefighter. He has spent 27 years as a first responder and is set to retire this year. His biggest theme on Instagram is to show the good, the bad and the sacrifices — both physically and mentally — you will make in the fire service.
“I wanted to make a difference when someone was having their worst 20 minutes in their life, or their worst day in their life, I wanted to be there to make it a little better for them, you know. And I knew I could do that, and I was good at what I what I did, and hopefully I accomplished that goal,” said Morton.
He carried that selfless theme into his social media work. Morton doesn’t keep anything for himself. The goal was not money and he didn’t even have an intention of producing apparel, but his followers wanted to see merchandise.
Morton’s worked with companies like Bates Footwear, Bullard, Haix, Firewipes and TraumaPak. A big portion of the collaborations results in getting equipment that he gives to up-and-coming firefighters who may not have the resources or funding to acquire said gear. He does this page on his own and loves to talk to people interested in joining the fire service.
Morton, in his free time, will help those who message him with mock oral interviews. That happens behind the scenes. Some of his favorite memories of being involved with social media are the interactions and messages that aren’t spotlighted.
“If you are passionate about it, and you can finally get to that day where you finally got it, there's no better day in the world. I still remember that day for me, when I got that call saying your academy day starts on the 23rd. I get goosebumps just talking about it. If I can help someone else get that feeling, I'm in,” said Morton.
Another big theme of Morton’s page is to truly show what the fire service gets involved with. That it, sometimes, is not always sunshine and rainbows.
“I think I should share some of this with the public. I think they need to see what's really going on out there,” said Morton. “You'd have to go home four hours later and pretend like you saw nothing. That's challenging, difficult thing to do, and I think that plays a big part, which I'm starting to learn right now as I'm getting older, and my career is ending.”
He wants to show that it is okay to talk about these traumatic instances that first responders endure. Morton is beginning to understand that now, and wants others to begin that tough path.
