Billboards used to stake claim over 'jihad'

(New York Times) Chicago — 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.