American Muslims attempt to re-brand meaning of jihad for the modern world: Jihad has taken on violent connotations while originally that was not the case

US Muslims to reclaim ‘jihad’ with ad campaign

US Muslims launched an advertising and social media campaign Friday in the hopes of reclaiming the word jihad from extremists who insist on equating the spiritual quest with terrorism. The campaign features Muslims describing their personal struggles — the meaning of jihad — on bus ads, Twitter, etc.

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