The deceptive and misleading #MyJihad campaign was born in response to Pamela Geller's AFDI pro-freedom ad, which says, "In any war between the civilized man and the savage, support the civilized man. Support Israel. Defeat jihad." Certainly "jihad" does indeed mean all kinds of struggles, including the struggle for self-improvement, but the purpose of the campaign is to obscure, if not deny outright, the primary meaning that the word has had in Islamic theology and law throughout the history of Islam: warfare against unbelievers in order to bring about their submission to Islamic law.
This campaign is designed to foster complacency among Americans, and to blind them to the fact that Islamic jihadists are committing violence in the name of jihad around the world every day. Somehow the jihadists aren't getting these #MyJihad memos, that jihad is all about buying a kid ice cream or helping your neighbor mow his lawn.