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"We, the Jews and Muslims in Malmö, have only one thing to say to one another: Salaam, Shalom."
Those were the words chosen by the Jewish and Muslim communities for their public declaration in the southern Swedish city of Malmö last month, inspired by an earlier advertisement in the Daily Telegraph in the UK.
In previous years, the integration problems faced by Malmö's large, mainly Muslim migrant population have earned it a reputation as a "problematic city", with frequent reports of antisemitic attacks against people and property.
But the advert, published in the Swedish daily Sydsvenskan on a Friday last month to mark the end of Eid, was part of an effort to project a different image for the city.