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Using Billboards to Stake Claim Over 'Jihad'
by Steven Yaccino and Poh Si Teng
There is an advertising war being fought here — not over soda or car brands but over the true meaning of the word "jihad."
Backing a continuing effort that has featured billboards on the sides of Chicago buses, the local chapter of a national Muslim advocacy group, the Council on American-Islamic Relations, has been promoting a nonviolent meaning of the word — "to struggle" — that applies to everyday life.
Supporters say jihad is a spiritual concept that has been misused by extremists and inaccurately linked to terrorism, and they are determined to reclaim that definition with the ad campaign, called My Jihad.
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