What does "jihad" mean to you?

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.

The ads offer various examples of personal jihads, such as "My Jihad is to build friendships across the aisle. What's yours?"

Zahra Billoo, CAIR's San Francisco Chapter executive director told KQED's Lauren Benichou that it is too early to measure the impact of the campaign.

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