The Great Wall I scream, you scream, we all scream for social responsibility.

His name is Fred Bradish--like "radish" but with a"B" in the front--but then, if you lived in Dallas,you'd probably know that already.

You'd also know that Bradish's Baskin-Robbins looksnothing like a typical Baskin-Robbins. "If you look at ourwall, you'll see no space," says Bradish, 57, who is alsoa minister.

Bradish, who was recently named one of Entrepreneur's1999 Socially Responsible Franchisees of the Year, distributes freeice-cream coupons to those students and employees at local schoolswho maintain a spotless attendance record. Each school makes amascot poster to hang on Bradish's wall, with every honoredchild's name underneath.