Results of an illustrative study emphasize the importance of the images that the elderly and the general public have of a rural community's services for senior citizens. These images help to identify ways in which programs and services can be tailored to the requirements of the elderly. Public support for political action that bears directly upon services for the elderly may depend on whether people feel that such services contribute to their own welfare; hence educational efforts may be needed to ensure public understanding and support. (Author/CS)