Contents: 1. Introduction. You are Your Own Saviour and Your Own Worst Enemy 2. Learning to Care for One's Self 3. Sending the Health Message 4. Natural Alternatives 5. Self-Care and Anti-Institutional Politics 6. The Nagging State 7. Narcissism and Self-Care: Theorising America's Obsession with Mundane Health Behaviour 8. Governing One's Self 9. Reflexivity, Rationalisation and Health Risks 10. Technological Salvation or More Human Solutions 11. Conclusions: Towards a Social-Ecological Approach to Self-Care Promotion