The number of attacks on ambulance officers is on the rise in South Australia, prompting a new awareness campaign.

Attacks on ambulance officers in South Australia have jumped more than 70 per cent during the past three years, prompting a new campaign to protect healthcare workers.

In the current financial year, ambulance call-outs have escalated into violent or confrontational incidents on 125 occasions.

"Ambos often have to deal with anxious, intoxicated or deliberately confrontational members of the public, who at times resort to unacceptable behaviour such as spitting, verbal abuse, threats and physical assault," Ambulance Employees Association spokesman Phil Palmer said.

The abuse has prompted a new advertising and social media campaign to emphasise that ambulance officers and other healthcare workers can't help people if they are being attacked.

"Violence and aggression towards anyone working in a hospital, health service or in an ambulance is unacceptable and it's time people get the message that it will not be tolerated," Health Minister Jack Snelling said.

"This new campaign emphasises that every interruption an ambo has to deal with prevents them from helping save someone's life and that life might be yours."