INTRODUCTION: People experiencing poverty who live in rural communities may have complex needs as rurality exacerbates their issues. Isolation, stigma, transport difficulties and a lack of services contribute to the challenges experienced by people living in rural communities who experience poverty. For social workers, responses need to be creative and flexible to counter the lack of services or people being unable to access services due to distance and/or a lack of transport. METHODS: I conducted semi-structured, in-depth interviews with 28 participants. Participants self-identified as experiencing poverty and ranged in age from teenagers to over 65s. Transcripts were analysed using applied thematic analysis. FINDINGS: Four themes were identified: stigma, isolation, transportation and access to services. Issues in these areas exacerbated participants’ experience of poverty. CONCLUSION: The findings of the study suggest that there is a significant advocacy role for social workers in rural communities regarding access to services and service development, transportation and challenging stigma to improve the lives of people living in rural communities who experience poverty. Further investigation is suggested to explore specific groups experiencing poverty in rural communities, particularly Māori, and to consider other marginalised identity groups and different geographical areas.