If you mean the latest signature campaign,
I've read here that it's not endorsed by Richard Heart so it may be a scam.
Also from my (small) knowledge on HEX, even if one tries now to get free HEX now, he'll get under 10% of what he would have received one year ago. Of course one can argue that 10% of 0 equals 100% of 0, but that's another point

So from what I understand the only ones that'll earn anything would be those offering ref links. But I don't know if/how good will they be able to sell their earning and I somehow doubt that this can cover paying for signature wearers.
But maybe I'm missing something...
Taking a look at their signatures, though I don't see any referral links, it could just simply be a campaign for popularity(and obviously to gain token buyers).
There's more shadiness to this than just the referral links. Take a few minutes and take a look at their website.