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This article explores how the well-being of the Swedish population has become a joint responsibility in the mission to shape desirable and proper citizens. This is done by studying an organisation called Generation Pep (GEN-PEP), which was established as a measure to foster a well-functioning population both now and in the future. The article draws on a post-structural and discursive theorisation inspired by the work of Michel Foucault and his concept of governmentality, with the specific aims of studying how GEN-PEP functions as a biopolitical strategy aimed at fostering a desirable population and identifying governing techniques mobilised within and through the project. The population is described as having failed to function well and that this should be remedied by creating measures that are indirectly aimed at children as future useful citizens. The measures are legitimised by highlighting the population’s ill-health. As a result of ‘experts’ and national role models telling these truths, the governing reflects the idea that a power similar to sovereign power needs to be re-established, where e.g. philanthropists contribute to and enable the project’s strategies and measures. The measures taken are described as a mutual responsibility, with parents being made especially responsible for correcting faults in accordance with the suggested solutions. GEN-PEP functions as a biopolitical strategy in which corporations, philanthropists and celebrities are encouraged to work together to improve the well-being of the nation.