The rise of Islamophobia in Canada and the West is not only a tangible reality for Western Muslims, but in many ways, a deliberate movement -- #MyJihad acts as a countermovement.

At a time when degrading anti-Muslim bus ads are lining New York subways, #MyJihad aims to beat bigots at their own game.

#MyJihad is a hashtag. It's bus ads. But it's also a lot more -- #MyJihad is a cultural movement slated to promote interfaith understanding in the US, Canada and beyond, at a time when hate is all too prevalent.

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