I got an email with this offer. The link in the email just goes to the share BA miles link in EC landing page with the following text.
Share your BA miles with someone and we'll add a 25% bonus
Here’s a great way to bring a reward flight closer for a fellow Executive Club member.
Transfer some of your BA Miles to family member or friend between 21 July and 31 August 2010 and we’ll add a 25% BA Miles bonus to their account, which they can use right away.