For the second time in recent months, billboards on side of San Francisco's fleet of buses have become the front lines in a fight over the place of Islam in American popular culture.

The campaign's founder says extremists — Muslim and anti-Muslim alike — have distorted the meaning of a word that moderates define as personal — not armed — struggles.

KTVU FOX 2 in Oakland, California reports on the #MyJihad campaign appearing on San Francisco Muni buses.

Buses in San Francisco are carrying messages of jihad, but it's not what you might think. It's a campaign to educate residents about the real meaning of the word. It's a campaign that began in Chicago and has now reached the Bay Area.

Concerned that many people misunderstand the term -- and have negative stereotypes of Muslims -- the Council on American-Islamic Relations has launched a an advertising campaign on San Francisco buses.

(CHICAGO, IL, 1/3/2012) — CAIR-Chicago announced today that the "MyJihad Educational Campaign" has officially launched in San Francisco as 35 king-size bus ads started circulating via the Muni bus system.

(CHICAGO, IL, 1/3/2012) — CAIR-Chicago announced today that the "MyJihad Educational Campaign" has officially launched in San Francisco as 35 king-size bus ads started circulating via the Muni bus system.

There is a public education campaign making some waves titled “#MyJihad.” Their homepage proclaims their mission as “Taking back Islam from Muslim and anti-Muslim extremists alike."

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CAIR-Chicago Executive Director, Ahmed Rehab, appeared on BBC Arabic to discuss the concept of jihad and the #MyJihad public education campaign.

Jihad, Jihadi, jihadist, even -- most ridiculous of all -- counter-jihadist. These labels are used by laypeople and journalists alike, often using jihad as a synonym for "any violence undertaken by Muslims."

What’s your jihad? Mine is autism awareness and living with autism. My jihad is my son, Lil D, and helping him (and our family) overcome challenges brought on by his autism, helping him be as healthy as possible and finding out what we can do to make him happy.

As a Muslim American, #MyJihad begins every night—get to bed on time so I can wake for pre-dawn prayer and nourish my soul. #MyJihad is not skipping a healthy breakfast—as our Starbucks society is prone to tempt—and thus properly nourish my body.

With nationwide ads and a social media movement, the #MyJihad campaign is promoting peace, tolerance, and understanding; who could possibly object?

With nationwide ads and a social media movement, the #MyJihad campaign is promoting peace, tolerance, and understanding; who could possibly object?

On Sunday, December 16th, UNITED SIKHS joined the South Asian and Sikh community at Palatine Gurdwara to commemorate the passing of House Resolution 1193 (HR 1193).

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.

CHICAGO, Dec. 18 (UPI) -- An anti-Muslim group wants to run "My Jihad" ads in Chicago to counter a campaign by the Council on American-Islamic Relations.The American Freedom Defense Initiative wants to run their ads on buses like the CAIR ads, the Chicago Tribune reported.

WASHINGTON: An American Islamic organization criticised for pursuing an extremist agenda has launched a campaign called ‘MyJihad’ to educate proper meanings of the term.

Social media, specifically Twitter and Facebook have been abuzz with the anti-extremism campaignMyJihad: Reclaiming Islam.