The aim of the study was an attempt to determine the image of old age and the elderly in a family among primary school pupils in a rural environment. The results show that the term ‘old age’ was associated mainly with the respondents’ oldest family members, and the main values for which the elderly are respected included warm feelings, practical wisdom, and help in raising grandchildren, all of which are achievedin a family setting. Similarly to the results of the study conducted in an urban environment, the image of old age is negative; however, the attitude towards the elderly is almost exclusively positive. Importantly, family life, and especially living with the grandparents, wasidentified as the main source of experience and knowledge aboutold age by the vast majority of respondents. Consequently, it is family members who are mostly responsible for shaping image and attitudes towards the elderly among children and adolescents.