"Every time you masturbate… God kills a kitten" was a headline of an image created by a member of the website Fark.com in 2002. The image is of a kitten (subsequently referred to as "Cliché Kitty") being chased by two Domos, and has the tagline "Please, think of the kittens."
According to a New York Times Magazine article on Domo-kun, "any major exhibition on the history of clowning around on the Internet would have to include [this image]". An article from ICv2 stated "this phony PSA is quite out of character with Domo's image in Japan."
The phrase originally appeared as the headline "Fact: Every Time You Masturbate, God Kills a Kitten. How Many More Have to Die?" with a kitten photo on the cover of The Gonzo, a satirical publication produced by students at Georgetown University, in 1996.
The XXXchurch used the retouched kitten image in an e-mail campaign. Jay Porter was quoted as stating that "'God kills a kitten every time you masturbate' is not an advisable message to direct at children," after the Michigan church used the slogan during an anti-pornography campaign in 2005. The phrase also inspired the name of a sex club called Killing Kittens.
A picture created in response to this inverted the positions of kitten and Domo-kun, reading "Every time you send that fucking picture... God kills a Domo-kun".
The phrase sometimes is varied. For example, in 2003, The Daily Show correspondent Samantha Bee maintained a screensaver that showed kittens chased by vengeful ninjas, and the cut line, "Every time you masturbate, a ninja chops the head off a kitten." Another variation is also quoted by Neon Genesis Evangelion fans, in a reference to events in the manga: Every time you masturbate, Kaworu kills a kitten. This is based on the fact that in the manga, Shinji Ikari masturbates and Kaworu Nagisa kills a kitten, saying "Shinji masturbated today."