As a mid-20s female, Facebook advertising displays predictable nonsense to me. Lose fat in 21 days, try this new clothes shop, use this skin product to stay young forever. All of these are generally ignored.

But one advertisement recently caught my eye. “You’ll still want dancing shoes when you’re 70,” it sparkled in orange. A very familiar orange.

Intrigued, I clicked through to be greeted by the NEST pensions page. I should’ve known. No one else uses that colour.

This is an interesting attempt to get through to young people. Tapping in to a medium that they (we) use is clearly a good idea. It is encouraging us to ‘like’ its page, showing their friends that they give a thumbs-up to the relevant company. But are we likely to ‘like’ such a thing in such a context and how much impact will that have?

I applaud NEST’s efforts here, I really do. It is trying damned hard to get young people engaged in pensions and its Facebook page is stuffed full of ‘young’ looking images: popcorn (‘Treating yourself later? How about 30 years later?’); lipstick (‘I want to be a glam-ma!’) and Chinese takeaway (‘You’ll still want a number 70 when you reach 70’).

However, we still have a massive problem in this country that isn’t going away any time soon. People will still want dancing shoes when they’re 70, but first they’ll have to escape the crippling poverty making pensioners choose between food and fuel. And the link between doing that and saving today is still alien to many people.