The research was designed to study public and expert opinions on the current system of social services and its further reform in Volyn region. To achieve this goal the attitudes of Volyn region residents were defined, i.e. relation of general population, customers and employees of social services towards the existing social service system; citizens vision of the institutions providing social services. One of the research objectives was to determine the priorities in public awareness of social services and effective ways to disseminate this information through media, to develop recommendations on improvement of the social care system.