My jihad is an ad campaign for Islam. It seeks to soften the rough edges of jihad into something more palatable. Like the user-submitted ad below with posies and butterflies:
This new #MyJihad outreach is tremendously encouraging. Suddenly, I don’t need to worry about trifles like this. Guess I can cancel my Generation Identity ID card, call the EDL and tell them I don’t really need that red-and-white hockey mask I ordered from ‘em. Sigh, posies and butterflies. It has a Gilbert and Sullivan get-back-to-nature ring to it.