Interest in Vocational Education and Training has declined in Sweden since the 1980s. Today the figure is around 30%, and among the lowest in the European Union. The decrease is particularly significant in male-dominated programs such as the Building and Construction Programme (BCP), with huge local variations in the country's municipalities. Against this background this pilot study aims describing and understanding how and why the attractiveness of the BCP varies between municipalities in cities and in the countryside. The study uses mixed methods: Quantitative methods contribute to a background description, and qualitative methods (interviews) are used to deepen the understanding. The analysis is supported by institutional theories in relation to the BPC’s regulation, the norms that surround it, and by local interpretations. It is clearly more attractive with the BCP in the countryside. Furthermore, there seem to be different norms regarding the program in cities compared rural municipalities.