[{"data":1,"prerenderedAt":37},["ShallowReactive",2],{"page-character-writing-published":3},{"id":4,"documentId":5,"title":6,"slug":7,"description":8,"seoTitle":8,"seoDescription":8,"seoKeywords":8,"createdAt":9,"updatedAt":10,"publishedAt":11,"blocks":12},568,"lglw9l3rfwu1set7a8fvf893","Character Writing","character-writing",null,"2026-07-08T13:39:57.347Z","2026-07-08T13:44:45.968Z","2026-07-08T13:44:45.991Z",[13,23],{"id":14,"items":15,"__component":22},378,[16,20],{"id":17,"title":18,"link":19},1046,"The Voice","\u002Fvoice",{"id":21,"title":6,"link":8},1047,"page.breadcrumb-nav",{"id":24,"title":6,"body":25,"footer":8,"navAnchor":8,"columns":26,"__component":36},229,"Our characters are some of the most recognizable voices in advertising and writing them well is an art. This section covers leading characters in the Progressive universe: Flo, Jamie, Mara, Dr. Rick, Alan, Janice, and the rest of the squad. Each entry covers who they are, how they sound, their key behaviors, common channel pairings, and what they'd never say. \n\n \n\n**Note**: Character-driven copy follows strict guidelines and needs Marketing approval before publishing. Reach out to [brand@progressive.com](mailto:brand@progressive.com) for more information. ",[27,30,33],{"id":28,"content":29},501,"[**Flo**](\u002Fcharacter-flo)\n\nOur first and America’s longest running spokesperson, Flo is our company’s biggest cheerleader. \n\n\n[**Jamie**](\u002Fcharacter-jamie)\n\nExtremely likable and Flo’s BFF.",{"id":31,"content":32},502,"[**Mara**](\u002Fcharacter-mara)\n\nA counterbalance to Flo, Mara's sharp wit and snarky humor tells it like it is. \n\n\n[**Alan**](\u002Fcharacter-alan)\n\nAn equalizer among the crew, Alan’s sensible nature keeps it light and easy.",{"id":34,"content":35},503,"[**Dr. Rick**](\u002Fcharacter-dr-rick)\n\nDr. Rick is a fictional behavioral doctor helping young homeowners avoid “Parentamorphosis”—the condition where people slowly start acting like their parents.\n","page.intro-paragraph",1783534011855]